The Omnicom Group agency will handle branding, advertising creative and interactive work to break in the second quarter next year.
First try in segment
Tava is Pepsi's first entry in the premium carbonated soft-drink segment. The exotically inspired brand will be available in four flavors with names such as Brazilian Samba, Caribbean Calypso, Mediterranean Muse and Malaysian Satori and includes vitamins B, C, E and metabolism-boosting chromium. Positioned as an adult soft drink with zero calories and no caffeine, the drink is one of several introductions the No. 2 beverage marketer announced last month to "reinvent" soft drinks.
Spending wasn't disclosed, but the marketer spent $262.7 million in measured media in 2005 on Pepsi, and $27.2 million for its Aquafina brand, according to TNS Media Intelligence.
"We're taking a unique approach to Tava," Frank Cooper, VP-flavored carbonated soft drinks for Pepsi-Cola North America, said in a statement. "We've engaged Element 79 and several other agencies to bring this new sparkling beverage to market in a nontraditional way focusing on experiential and grass-roots marketing." The marketer declined further comment.