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Hard on the heels of its successful launch, Brand Extensions Russia JJP, the joint venture licensing company for the Russian market formed by JELC and PJB Brands, has been appointed to licence the PepsiCo brands Pepsi and 7UP in Russia and the CIS. Pepsi is one of the best-known and best-loved soft drinks brands in the world, famous for over 100 years. 7UP has enjoyed only slightly less longevity; the popular lemon-lime soft drink first appeared in 1929. Both brands are the inspiration for a major licensing programme in a number of countries that takes Pepsi and 7UP to apparel, accessories, glassware, calendars, gifts and collectibles, to name just a few, as well, of course, as promotions across music, sport, food and leisure. Now the licensing programme is coming to one of the biggest developing licensing markets on the planet. Brand Extensions Russia was formed in December 2011 by JELC, a respected agency with many years' experience in developing and managing global licensing programmes, and PJB Brands, a major name in the Greek licensing market. The partners jointly bring over sixty years of licensing experience to one of the world’s biggest and most exciting markets. Claudia Lagunas, Director of New Media and Digital at PepsiCo stateside, “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, says: “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.” |
