Brand Extensions Russia has been appointed to represent the PepsiCo brands Pepsi and 7Up for licensing in Russia and the CIS.

Brand Extensions Russia is a joint venture formed by JELC and the Greek firm PJB Brands in 2011.

“Pepsi and 7Up already have a strong presence in the soft drinks market of Russia and the CIS,” says Claudia Lagunas, director of new media and digital, PepsiCo. “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.”

Brand Extensions Russia will expand the Pepsi and 7Up licensing programs into the Russian market, with products such as apparel, accessories, glassware, calendars, gifts, collectibles and promotions.

“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,” says Janet Woodward, director, JELC. “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.”