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PepsiCo bids to crank up AMP energy a notch

By Ben Bouckley+

Last updated on 01-Feb-2013 at 17:16 GMT2013-02-01T17:16:42Z

PepsiCo bids to crank up AMP energy a notch

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.

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