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From Gatorade’s “Replay” of two high school football rival teams to Pepsi’s “Dear Mr. President” viral video campaign, PepsiCo is making a big splash in social and digital media. Pepsi’s point man on these efforts has been Bonin Bough, who oversees all things tweet, blog and YouTube-related at the company. Since joining Pepsi last fall, Bough has pushed for brand initiatives that drive and create meaningful conversations with consumers. Hence Trop50’s “The Juice,” a new, online community where women can talk about everything from diaper rashes to pancake mixes to time management.

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