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.
‘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.