Arun Sudhaman 31 Jan 2013 // 12:00AM GMT
PURCHASE, NY--Pepsico has brought in Weber Shandwick to support a new project for its Amp Energy brand.
The new brief sees Weber Shandwick increase its Pepsico business after securing AOR duties for Diet Pepsi last year. The agency is already a key player on Pepsico's PR roster, alongside Fleishman-Hillard, PMK-BNC, and Olson PR - the PR firms that appear to have survived the major cull of Pepsi's marketing partners.
The Amp Energy project is understood to involve an extension of the brand's existing product portfolio, and will aim to tap into its racing heritage. Amp Energy has sponsored numerous racing properties, including the Talladega Superspeedway race and Nascar driver Dale Earnhardt Jr.
Last year, Amp relaunched its entire portfolio, unveiling new formulas and brand positioning, in a bid to revive sales against market leaders Red Bull and Monster. Amp also lags other energy drink rivals such as Rockstar, NOS and Starbucks Doubleshot.
Pepisco communications director Jennifer Ryan declined to provide details of Weber Shandwick's assignment, while representatives from the agency referred calls to the client. Ryan confirmed that Amp does not currently have a retained PR agency, although it is understood that it has previously worked with Coyne PR.