PepsiCo appoints jkr as Tropicana's global ‘visual brand guardian’


By Michael Feeley | Founder and chief exec

June 15, 2015 | 2 min read

PepsiCo has appointed jones knowles ritchie (jkr) as global visual brand guardians for Tropicana, overseeing its visual direction across all global markets.

jkr were awarded the account following a creative pitch earlier this year. BBDO remain as the incumbent above the line agency whilst VML remain as the global digital partner.

Dennis Furniss, vice president for nutrition & sport design at PepsiCo, said: “We were hugely impressed by the clarity of thinking and creative flair demonstrated by the jkr team. During the pitch process jkr proved to be robust creative partners – unafraid to challenge but receptive to feedback. They are skilled brand builders and clearly understand what it takes to build iconic brands.”

Rachel Milutinovic, senior marketing director at PepsiCo, added: “We have a big ambition for our lighthouse global brand. An iconic and inspiring visual identity will play a key role in our global consumers’ engagement programme.”

Guy Lambert, chief executive officer of jkr, said: “We are delighted to be awarded a brand with such stature and pedigree. The team and the agency are excited about partnering with PepsiCo and the Tropicana brand team to build the brand’s future as a true icon of design.”

jkr operates studios in London, New York, Singapore and Shanghai and employs over 150 people worldwide, servicing clients including AB InBev, Heinz, Mars, PepsiCo, Unilever and United Biscuits.

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