Should Pepsi elect to go through with the introduction, it plans to stick with TL Partnership, the integrated marketing unit of DDB Needham Worldwide's Dallas operation, as the agency, said April Thornton, director of new products at Pepsi.
"We're very encouraged" by Sun Drenchers, she said. "It's exceeding internal expectations" in its Dayton, Ohio, test.
`DOZENS' OF INITIATIVES
But Sun Drenchers is only one of "dozens" of initiatives across categories including water, soft drinks and ready-to-drink teas the company is exploring.
In the juice drink area, Pepsi is concept-testing a variety of 10% juice products, say executives close to the company.
BBDO Worldwide, New York, has most of the assignments, but Dweck & Campbell, New York, is said to have one juice project.
Ms. Thornton said no assignment has been given to any agency other than TL and BBDO.
Pepsi has been cautious in its approach to the juice category. Brands that offer both juice and tea flavors, such as Coca-Cola Co.'s Fruitopia and Quaker Oats Co.'s Snapple, have struggled to maintain growth.