‘Collaborativity’: Pepsi’s CMO on the key to improving client-agency relationships
Michaela JeffersonPepsi CMO Todd Kaplan says collaboration plus creativity, or “collaborativity”, will help brands take their agency relationships to “a new level”.
PepsiCo on why sustainability initiatives don’t need to be ‘perfect’
Niamh CarrollConsumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
How PepsiCo is moving beyond a ‘dated’ idea of ecommerce
Niamh CarrollPepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
PepsiCo makes customer retention its ‘number one objective’ as cost of living spirals
Niamh CarrollPepsiCo, which owns brands including Walkers, Pepsi and Doritos, says it is working together with its retail partners to mitigate “consumer reaction” to inflation.
PepsiCo underlines importance of brand strength as prices increase
Lucy TesserasThe drink and snack firm says it is focused on becoming a “better data company” as it looks to improve the way it measures the ROI of marketing.
PepsiCo hires Mars Pet Nutrition CMO Jane Wakely for key marketing role
Michaela JeffersonAfter two decades working at Mars in a range of marketing leadership roles, Wakely has been tapped for the top marketing position at drinks giant PepsiCo.
PepsiCo credits ‘strong’ innovation pipeline with driving top line growth
Manny PhamThe parent company of brands including Pepsi, 7 Up and Doritos reported a “strong” net revenue growth of 11.6% to $20.1bn over the third quarter of 2021.
Meet the marketers ‘unlocking growth’ through long tenures
Charlotte RogersFar from seeing their decades in the business as an excuse to ‘get comfortable’, marketers with long tenures are proving just you how far you can stretch yourself in a single company.
Unilever, PepsiCo, Shell and TUI join forces to improve black representation in UK marketing
Michaela JeffersonBlack Representation in Marketing (BRiM) is calling on marketing organisations to sign up to its new framework, after finding 42% of marketing professionals haven’t made any decisions to increase black representation in the past year.
PepsiCo repositions Rockstar as it looks to shake off its ‘immature’ image
Manny PhamThe energy drink is looking to attract a wider audience by relaunching as a “modern and premium” brand, and unveiling its first global marketing campaign since being bought by PepsiCo last year.
Walkers on why the nation needs LadBaby and some ‘light relief’ this Christmas
Molly FlemingWalkers is eschewing a TV spot and upping its investment in digital for this year’s Christmas campaign as it argues it is not appropriate to have “a big splash of celebrity” this year.
PepsiCo admits it needs to improve digital capabilities as online sales soar
Molly FlemingPepsiCo saw a slight uptick in beverage sales after a 7% decline last quarter, with snack sales spurred on by working from home.
PepsiCo marketing becomes ‘more selective’ with focus on fewer, bigger activities
Sarah VizardPepsiCo may have cut its marketing spend during the coronavirus crisis, but it believes that has led it to “become better” at marketing as it focuses more on activities that generate higher ROI.
Pepsi on why big, simple brand ideas are usually the best
Molly FlemingAs PepsiCo launches a new campaign for its Champions League sponsorship, it warns that marketers should not to be “seduced by new technology” and instead focus on the big ideas.
Mariah Carey stars in Walkers’ biggest Christmas push
Molly FlemingWalkers is celebrating the 25th anniversary of the song All I Want for Christmas is You, as well as launching new flavours and on-pack promotion as it aims to appeal to younger audiences.