Latino Business Remains Within Omnicom But Soft-Drink Marketer’s Budget Had Plummeted Over the Years

After 15 years at Omnicom Group-owned Dieste, PepsiCo is moving most of its U.S. Hispanic beverage business to the holding company’s other two Latino shops, Miami-based Alma DDB and LatinWorks in Austin, Texas.

A Pepsi spokeswoman said the company has yet to confirm agency-of-record assignments but had moved to pitching for assignments on a project-by-project basis.

After a pitch against incumbent Dieste, Alma is expected to end up with Pepsi-branded drinks including Pepsi, Diet Pepsi and Pepsi Max, and LatinWorks is likely to get Sierra Mist, SoBe, Aquafina bottled water and apple-flavored soda Manzanita Sol. It’s unclear what, if anything, Dieste will keep on the beverage side. Dieste still has Pepsi’s Frito Lay snack-food account for the Hispanic market but that business has been largely dormant lately.

Read the entire article at Ad Age.

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