Brand Extensions Russia nets PepsiCo deal

JELC/PJB joint venture will represent the 7UP and Pepsi brands in Russia.
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Brand Extensions Russia, the joint venture licensing company for the Russian market formed by JELC and PJB Brands, has been appointed agent for the brand Pepsi and 7UP in Russia and the CIS.

The new programme will look to replicate PepsiCo’s Western licensing strengths - like apparel, accessories, glassware, gifts and collectibles, as well as promotions across music, sport, food and leisure - in Russia.

Claudia Lagunas, director of new media and digital at PepsiCo stateside, said: “Pepsi and 7UP already have a strong presence in the soft drinks market of Russia and the CIS. As both markets become more open to branding and licensing now is clearly the right time to take these very popular names into a wide range of licensed goods. The directors of Brand Extensions Russia are widely respected in their field, and the ideal partners for this exciting venture. We are greatly looking forward to working with them.”

Janet Woodward, Director, JELC, added: “Pepsi and 7UP are among the strongest brands not only in the soft drinks field but of all brands in the world. Expanding the presence of both in Russia and the CIS is a great opportunity and one we are looking forward to immensely. This is an enormous vote of confidence both in the vast potential of the Russian market and in our own ability to deliver results in Russia and the CIS for these powerful brands.”


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