Blowing Up Pepsi

PepsiCo Americas CEO Massimo d'Amore has been rebranding Pepsi's core products top to bottom. Creative destruction—or just destruction?

BusinessWeek, April 16, 2009 — In 14 years at PepsiCo (PEP), Massimo F. d'Amore has muscled through his share of tough jobs. In New York in 2000 he marshaled PepsiCo's successful takeover battle for Gatorade's parent company, Quaker Oats. In 2002 he boosted PepsiCo's sales and profits in Latin America even as the Argentine economy disintegrated. In the following years the Latin America operations grew faster than Coca-Cola's (KO).

Now, d'Amore (pronounced da-more-ay) is tackling his biggest challenge yet: shoring up PepsiCo's North American beverage business.