SodaStream’s UK boss on life after the Pepsi buyout
Molly FlemingAfter its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
Walkers launches biggest ever marketing campaign as it looks to ‘rejuvenate the brand’
Molly FlemingWalkers has enlisted the help of the Spice Girls as it looks to create “talkability” around the brand and boost its appeal among “millennial families”.
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Faster, stronger, better: How PepsiCo is reinventing insight
Lucy TesserasPepsiCo is taking a “systemic approach” to insight that positions it as a driving force within the business and enables it to continually learn and grow each year.
Less politics, more female power: What to expect from this year’s Super Bowl ads
Erin LyonsThe Super Bowl is a colossal platform for advertisers, which this year sees female-focused brands including Olay and Bumble make their debut, alongside the usual parade of celebrity-fuelled show-stoppers.
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Pepsi celebrates ‘pop and fizz’ of cola as it shifts brand positioning
Molly FlemingPepsi is introducing a new global tagline, ‘For The Love Of It’, as it brings the focus of its marketing back to the product and celebrates its music heritage.
PepsiCo buys SodaStream for £2.5bn as it looks for ways to reach consumers ‘beyond the bottle’
Molly FlemingPepsi is buying the carbonated water company as part of its plan to branch into purpose-driven healthy alternatives to fizzy drinks.
PepsiCo gets a new CEO as Indra Nooyi steps down
Sarah VizardNooyi will be replaced by PepsiCo president Ramon Laguarta, who has previously held roles in marketing and led PepsiCo’s European business, as it faces the challenge of shifting consumer tastes.
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Pepsi launches innovation hub to foster niche brands
Molly FlemingPepsi is hoping to foster a startup culture so it can spot new opportunities as sales growth at its core business slows.
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Product innovation or marketing strategy: What comes first?
Charlotte RogersFrom disruptive startup hubs to closely integrated teams, brands are pioneering new models of innovation, but marketing’s influence is key to ensuring these fulfil genuine customer needs.
PepsiCo on the launch of its first ecommerce-only brand Drinkfinity
Molly FlemingPepsiCo allowed Drinkfinity to operate like a startup as it looks to foster innovation and react faster to new consumer trends.
Pepsi refocuses marketing spend behind its big brands as full-price sales take a hit
Sarah VizardSoft drink maker admits that it hasn’t been able to sell as much at full price as rivals and is planning a “step up in investment” for advertising and marketing, ecommerce, data analytics and digital capability.