Coffee Drink Is Joint Starbucks-Pepsi Venture

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CHICAGO ( -- Starbucks Coffee Co. and PepsiCo awarded Omnicom Group’s Goodby, Silverstein & Partners, San Francisco, its $12 million Frappuccino advertising account.

The marketers selected Goodby over co-finalist Bartle Bogle Hegarty, New York, which is backed by Publicis Groupe.

Goodby “clearly delivered strategic, meaningful and broad creative,” Kelli McCusker, director-marketing for the North American Coffee Partnership, said in a statement. “We’re looking forward to working with their talented team.”

Publicis handled account
Publicis' Fallon, New York, had handled the account until the office closed in July after the departure of its two top executives, Anne Bologna and Ari Merkin, who left to set up their own creative boutique. Since then, Fallon’s Minneapolis office had been servicing the partnership’s business.

While current spending is relatively small -- TNS Media Intelligence measures it as $5 million in the first half of this year -- the Frappuccino account looms large because of the pedigree of the two partners and its talked-about creative.

Fallon’s New York office won industry kudos for its humorous spots featuring office workers getting a lift from the bottled coffees. The campaign's first execution showed an office drone, Glen, drinking a Frappuccino on his way to work while being followed by '80s band Survivor signing a version of their song “Eye of the Tiger.” Lyrics were changed to inspire Glen to rise to greatness, or at least a supervisory role. The most recent such ad featured crooner Michael Buble crooning at an office worker after she opens a bottle of the drink. (Starbucks also sold Mr. Buble’s album in its stores.)

Sales up 20%
Sales of Frappuccino and its brand sibling DoubleShot grew 20% over the summer, according to Pepsi executives. For bottler PepsiAmericas, volume grew 31% in the third quarter.

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