The insight group, known as The Think Party, will focus on the future of socialisation, to allow the brands involved to see “the whole picture”, not just a category-specific “slice”.
In posts now found to be “misleading”, Lipton Ice Tea told consumers it was discontinuing its peach flavour as an early April Fools’ Day joke.
Pepsi’s “bold reimagining” of women’s football marketing is part of its ongoing commitment to the game, says senior marketing director Cathy Graham Kidd.
Lipton’s top marketer on making the category more relevant to more people and finding its own ‘Magnum crack’ moment.
The development of PepsiCo’s digital insights tool – ADA – has freed up the insights team to work on answering the questions that really matter.
As PepsiCo combines its legacy in sports sponsorship with trying to stay ahead of the curve as partnerships evolve, it is looking to “cultural crossovers” for long-term success.
7up is focusing on the consumer trend of mixology and “elevated” soft drinking consumption in pursuit of making the brand more relevant in more occasions.
The food and drinks giant will be increasing its investment in its categories showing good growth, such as healthy snacks and functional drinks.
The 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”.
After almost two decades at the drinks giant, Kaplan is stepping aside to pursue new opportunities.
Iconic brands used to be built on stature, says international beverages CMO Mark Kirkham, now they are as much to do with purpose, he argues.
Former 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.
Investment in marketing has helped PepsiCo improve “perceived value”, meaning it has been able to raise prices without losing customers.
PepsiCo 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.
Former Burger King CMO Fernando Machado, talking alongside PepsiCo’s Mark Kirkham, say it’s crucial marketers are a “fighting force” for their company.