Mindshare wins social media management mandate for PepsiCo Malaysia

Mindshare has won the pitch for the social media management of carbonated soft drinks brands from PepsiCo in Malaysia.

The agency already had the media AOR. It will work on Pepsi, Miranda, Mountain Dew, Gatorade and 7Up.

The announcement:

Mindshare has been selected as the agency of choice for social media management of PepsiCo carbonated soft drinks in Malaysia. Mindshare is already a Media AOR for PepsiCo and now will also be responsible for the Social Media management of the CSD brands – Pepsi, Mirinda, Mountain Dew, Gatorade, and 7Up.

Mindshare has won this pitch against the participating agencies. As part of the scope of work, Mindshare will be responsible for social creative concept development, content development, and owned asset development for the CSD brands.

Speaking on the win, Dheeraj Raina, Managing Director of Mindshare Malaysia said, “PepsiCo brands are very close to everyone at Mindshare as we have been working closely with the business to build some path- breaking innovations in media. With this win, it gives us an opportunity to impact the business not just across paid but owned and earned media as well. We are excited about our partnership and can’t wait to see things rolling out.”

Shireen Othman, Head of Marketing, Beverage for PepsiCo Malaysia said, “Beverages brands are at a new cusp of consumer engagement and innovation. We are launching some extremely exciting variants and it is important for us to partner with an agency which can impact where the most conversations around the category and brands are happening. Mindshare presented very compelling insights and strategic thoughts on their vision of CSD brands along with a bespoke team structure, which fits perfectly with our scheme of things.”

Source: Mindshare press release


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