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.
‘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.