PepsiCo to ‘amplify’ marketing spend in growing categories
Ellen HammettThe food and drinks giant will be increasing its investment in its categories showing good growth, such as healthy snacks and functional drinks.
PepsiCo’s CMO and design chief on working together to create an ‘ecosystem of engagement’
Lucy TesserasThe drinks giant has launched Pepsi Smart Can, a digital device developed by its marketing and design chiefs in tandem to create a new media platform that “grabs your attention”.
Pepsi CMO Todd Kaplan to step down
Ellen HammettAfter almost two decades at the drinks giant, Kaplan is stepping aside to pursue new opportunities.
PepsiCo’s global drinks CMO on why marketing’s 4Ps are ‘changing’
Niamh CarrollIconic brands used to be built on stature, says international beverages CMO Mark Kirkham, now they are as much to do with purpose, he argues.
PepsiCo names former Kraft Heinz marketing boss as Europe CMO
Grace GollaschFormer Kraft Heinz CMO Paula Marconi has joined PepsiCo to help “strengthen” its market presence across Europe at a “pivotal time” of driving change and growth.
PepsiCo CEO credits ‘remarkable’ marketing teams for minimising price elasticities
Lucy TesserasInvestment in marketing has helped PepsiCo improve “perceived value”, meaning it has been able to raise prices without losing customers.
PepsiCo: ‘In-housing can improve collaboration with agencies’
Josh StephensonPepsiCo Europe marketing director Nancy Croix spoke at a panel at IPA Business Growth Conference on why in-housing doesn’t mean an end to agency relationships – and may even strengthen them.
‘Right hand to the CEO’: Marketers on the changing demands of the CMO
Lucy TesserasFormer Burger King CMO Fernando Machado, talking alongside PepsiCo’s Mark Kirkham, say it’s crucial marketers are a “fighting force” for their company.
Pepsi rebrands with new logo for first time in 14 years
Niamh CarrollCMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.
PepsiCo: Brand investment is driving topline growth
Niamh CarrollPepsiCo expects to see 6% revenue growth in 2023, despite the “volatile” macroeconomic market.
How PepsiCo is aligning its marketing teams around retail media
Michaela JeffersonAccording to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
PepsiCo credits ‘courageous’ pricing as brand investment ‘pays off’
Charlotte RogersCEO Ramon Laguarta claims consumers in Europe and beyond are following PepsiCo’s brands as they “stretch” to higher price points, although the inflationary environment means challenges ahead.
PepsiCo’s ‘strong’ brand and innovation programmes drive growth despite inflation
Michaela JeffersonThe FMCG giant is looking to build “sustainable results over a long period of time”, which means continuing to invest in its brands even as cost inflation bites.
PepsiCo CMO: Standardisation in effectiveness would ‘dramatically enhance’ marketing’s credibility
Michaela JeffersonFour months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
PepsiCo’s marketing boss on why EQ is as important as IQ
Niamh CarrollSebnem Erim believes emotional intelligence – in particular empathy – is as important as intelligence when it comes to building a global marketing career.