Adopting Channels in New Ways Is Driving PepsiCo's Marketing Success

Mark Kirkham, the beverage division's marketing boss, discusses how celebrity partnerships are evolving

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As the owner of brands such as Pepsi, Mountain Dew and Gatorade, PepsiCo’s core focus across its marketing is to tap into culture, demonstrate its relevance to consumers’ lives and engage them at their passion points.

“You cannot build brands the way we used to,” stated Mark Kirkham, senior vp and CMO of international beverages for PepsiCo, in reference to previous high-profile campaigns led by artists such as Michael Jackson and Beyonce. “Those are great, but that’s not how consumers interact with our brands today.”




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