Dive Summary:
- PepsiCo has reportedly strengthened its ties with a PR firm, Weber Shandwick, in hopes to extend and reinvigorate its AMP energy drink brand.
- AMP, which went through a marketing overhaul just last year, is looking to relive its racing heritage and reach new constituents.
- Although the energy drink market is highly competitive, Pepsi believes its marketing efforts and restructuring of the product will allow them to be successful in the near future.
From the article:
PepsiCo has reportedly strengthened its relationship with US PR firm Weber Shandwick, by briefing the latter to oversee an extension of its AMP energy portfolio that taps the brand’s racing heritage.
Last year, AMP relaunched its portfolio to provide new formulas and positioning to revive sales against stronger rivals such as Red Bull, Monster and Rockstar.
In 2012 Pepsi ditched extreme names such as ‘Overdrive’ and ‘Traction’ from the AMP range, and now focuses on three function areas across seven core flavors: Boost, Active and Focus.
