Ups and downs in the fizzy drinks business

Summer is on its way out and the general urge for sweet fizzy beverages may be subsiding, but not among agencies. First off, there’s the pitch for 7Up that we hear every agency not bound by a non-compete is gunning for. Another flavor of the season pitch is for this storied cola that is looking afresh for a partner after over two decades or more of a monogamous relationship with its agency. Among the contenders: a leading former indie whose founder and head worked on the brand at the incumbent agency several years ago. Will the old relationship be rekindled? Or will the cola look for someone or something entirely different? The other theory is the rules of engagement have changed. One of the cola majors is apparently clear that it will reconsider its relationships every five years.

Source:-https://brandequity.economictimes.indiatimes.com/news/bawdy-copy/ups-and-downs-in-the-fizzy-drinks-business/64565551

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