PepsiCo has ended a long-term relationship with communications agency BBDO as it looks to reinvigorate Pepsi sales in the US.

PepsiCo said yesterday (17 November) that it has appointed TBWA\Chiat\Day as the communications agency for the Pepsi brand in the US. Arnell will be the design agency for brand identity and packaging innovation.

The move ends Pepsi's decades long relationship with the BBDO agency in the US, although it will continue to handle Pepsi outside the country.

"We decided to appoint TBWA\Chiat\Day to refresh Pepsi's communications across multiple consumer touch points and to reinvigorate Pepsi's legacy of leading-edge advertising," said Dave Burwick, chief marketing officer for PepsiCo North America Beverages.

Poor drinks sales in North America blighted PepsiCo's earnings and revenue in the third quarter, and the group warned of a "weakening liquid refreshment beverage category".

BBDO will continue to handle accounts for several other PepsiCo brands, including Mountain Dew and Pepsi Max. Both BBDO and TBWA\Chiat\Day are owned by Omnicom.