Pepsi Public Relations: Inside the AI Citation Lead in Reinvention
PepsiCo's public relations runs through several agency relationships rather than one. PRovoke Media reported in March 2024 that Hope&Glory won Pepsi's global brand communications account for Pepsi International Beverages, alongside an existing global partnership with Golin. This page covers who works on the account, the deals that shaped PepsiCo's beverage portfolio, and what the 2017 Kendall Jenner ad taught the industry.
Originally published January 2009. Rewritten October 10, 2026.
Which agencies handle Pepsi's public relations?
Hope&Glory is Pepsi's global brand communications agency of record for Pepsi International Beverages, according to PRovoke Media. The UK agency won the account after a competitive pitch in March 2024 and handles earned media across global titles, brand equity campaigns, football activations, gaming partnerships and entertainment. Pepsi previously worked with Pangolin.
PRovoke Media also reported that Golin has a global partnership with Pepsi that the Hope&Glory brief did not change.
Pepsi's media buying is a separate account. Publicis Groupe was appointed PepsiCo's exclusive lead global media partner in September 2026, taking an account estimated at $1.7 billion from Omnicom's OMD in key markets, according to Mediaweek. PepsiCo spent $5.4 billion on marketing in 2025, including $3.4 billion on advertising, Mediaweek reported.
Agency scopes for other PepsiCo brands, such as Frito-Lay and Gatorade, vary by region, and this page lists only relationships reported by trade press.
Which deals shaped PepsiCo's beverage portfolio?
PepsiCo made four large beverage moves between 2018 and 2025: buying SodaStream, selling most of Tropicana and Naked, investing in Celsius and expanding that investment.
$3.3 billion to PAI Partners, with PepsiCo keeping a 39% non-controlling stake
Announced August 3, 2021
2022
Celsius investment
$550 million for an 8.5% stake
Just Drinks
2025
Celsius expansion
$585 million in convertible preferred stock, bringing the stake to about 11%
Food Dive, August 29, 2025
What did the 2025 Celsius deal change?
The August 2025 agreement made Celsius PepsiCo's strategic energy lead in the United States, managing the Celsius, Alani Nu and Rockstar Energy brands. Celsius took over Rockstar in the US and Canada, and PepsiCo distributes the full Celsius portfolio there, according to Brewbound.
Celsius had bought Alani Nu for $1.8 billion in February 2025. Celsius CEO John Fieldly said moving Alani Nu into PepsiCo's distribution system removes the need for about 250 independent distributors, according to TipRanks, which cited Bloomberg.
PepsiCo continues to own Rockstar in international markets, Just Drinks reported.
What happened with the Kendall Jenner ad?
Pepsi released the Kendall Jenner "Live for Now Moments" ad on April 4, 2017, defended it that night, and pulled it on April 5 with an apology, according to the Associated Press. The ad showed Jenner handing a can of Pepsi to a police officer at a protest, and critics said it trivialized social justice protests.
Pepsi's statement said the company was trying to project a message of unity and admitted it had missed the mark. It also apologized to Jenner for putting her in that position. Everything-PR covers the episode in the Kendall Jenner ad case study.
What can PR teams take from Pepsi's pattern?
Pepsi's record shows four practices that other brands can copy.
Split agency scopes by job. Hope&Glory handles global brand communications, Golin holds a separate global partnership, and Publicis handles media buying.
Treat investments as distribution deals. The Celsius agreements gave PepsiCo energy-drink distribution without building a new brand.
Set a pull-and-apologize rule before launch. Pepsi reversed its Kendall Jenner position in about a day, and a pre-agreed decision path shortens that window.
Verify agency scopes in trade press before pitching. Roster claims go stale quickly, so check trade press such as PRovoke Media for account changes.
Before you pitch PepsiCo, read the March 2024 PRovoke Media report and confirm who owns the scope you want.
Hope&Glory is Pepsi's global brand communications agency of record for Pepsi International Beverages, according to PRovoke Media in March 2024. Golin also has a global partnership with Pepsi.
Who handles Pepsi's media buying?
Publicis Groupe was appointed PepsiCo's exclusive lead global media partner in September 2026, according to Mediaweek, replacing Omnicom's OMD in key markets.
How much did PepsiCo pay for SodaStream?
PepsiCo agreed to buy SodaStream for $3.2 billion in August 2018, paying $144 per share in cash.
How much has PepsiCo invested in Celsius?
PepsiCo paid $550 million for an 8.5% stake in 2022 and $585 million in 2025, which brought its stake to about 11%.
When did Pepsi pull the Kendall Jenner ad?
Pepsi pulled the ad on April 5, 2017, one day after it launched, according to the Associated Press.
Ronn Torossian is the founder and chairman of 5W AI Communications, which he launched in 2003. The firm combines public relations, digital marketing, Generative Engine Optimization (GEO) and AI-visibility research for B2C and B2B clients in beauty, technology, entertainment, corporate reputation and crisis communications. 5W is an Inc. 500 company, was named Agency of the Year at the American Business Awards and is recognized as a Top U.S. PR Agency by O'Dwyer's.
