For a New Brand, Pepsi Starts the Buzz Online

New York Times, March 14, 2008 — A BEVERAGE marketer known for pouring money into splashy ads in the traditional media is taking an unconventional approach with a new product. The decision by the North American division of Pepsi-Cola, part of PepsiCo, is another sign of the growing use of new media to introduce brands in mainstream categories like packaged goods. Such shifts in media-planning habits by companies like PepsiCo, Coca-Cola, Kraft Foods, Procter & Gamble and Unilever are the reason that spending for ads online is increasing far faster than for any other medium.

The Pepsi challenge

Can this snack and soda giant go healthy? CEO Indra Nooyi says yes, but cola wars and corn prices will test her leadership.

FORTUNE, March 1, 2008 — Pepsi can have a strange effect on people. The company, that is, not the beverage. No sooner had PepsiCo president Indra Nooyi gotten word 18 months ago that she was to become the next CEO than she hopped on a plane to Cape Cod, where Mike White, her main challenger for the job, was vacationing. The two had worked together for years. Both had been CFOs and rising stars. Both loved music. When they'd been kicked out of a board meeting the previous month while their fates were being discussed, they went to the Jersey Boys musical on Broadway and sang along to all the Frankie Valli songs.

As Nooyi's plane landed on Cape Cod, there was White waiting for her at the airport with a card he'd written to congratulate her. They took a long walk on the beach. Back... continue reading

Think Big

Prophet, September 14, 2007 — In this article that appeared originally in the Wall Street Journal, Dave Aaker argues that to win market share, don’t try to influence what brand of product people buy. Change how they use the product in the first place.

Pepsi Wakes Up NYC Commuters†

Provides Diet Max Shots -- and Whack-A-Yawn -- at Grand Central

Advertising Age, August 7, 2007 — Feeling sleepy this Monday, or maybe by midweek you just get rundown in your stuffy cubicle? Pepsi hopes to cure your yawns, as you've probably seen in its latest ads for Diet Pepsi Max.

But an ad is one thing, so Pepsi set up shop at Grand Central's Vanderbilt Hall with its newest soft drink to see if it could rouse sleepy-eyed New Yorkers and out-of-towners last week.

Fad Marketing's Balancing Act

In Japan, Pepsi's limited edition flavors can be huge hits—and then it kills them

BusinessWeek, August 6, 2007 — Only a lucky few ever got to try Pepsi's Ice Cucumber soda. The pale green drink began appearing on shelves at Japanese convenience stores in early June. Within days, clips of people swigging the stuff were showing up on YouTube (GOOG ), and bloggers were debating whether the taste was more melon than cucumber. A couple of weeks later, all 4.8million bottles of Ice Cucumber had sold out. But instead of ratcheting up production, Pepsi brand managers in Japan did the unthinkable: They discontinued the drink.

Aquafina Adds Beauty SKUs To Enhance Liquid Assets†

Brandweek, May 7, 2007 — Aquafina is thirsting to "Make your body happy" in a whole new way. The PepsiCo-owned bottled water brand will flow from the beverage aisle into the health & beauty segment with Aquafina Advanced Hydration RX, a 10-SKU skincare line from licensee Added Extras.

Trouble brewing; Brand management†

Economist, March 1, 2007 — PEPSI and Starbucks share a problem. The second-biggest maker of cola and the world's largest chain of coffee shops are both worried about how customers perceive their brands. Pepsi has always been about experience, says Ron Coughlin, a Pepsi marketing executive.…

Dial "M" for Marketing†

Cellphones and other mobile devices are the latest frontier for eager brand marketers. But will users really listen, or just hang up?

Brandweek, January 8, 2007 — It's a grey winter day for train commuters on the Northeast Corridor. Crammed into his seat on his way into Manhattan, a businessman uses his cell phone to log onto Weather.com just to see if there's some sunshine on the way.

Big Marketers Smell Money in Scent Technology†

Mars, Pepsi, Others Add Aromas to Their Package Goods

Advertising Age, October 31, 2006 — It's time to lead consumers by the nose. So goes the thinking at major package-goods marketers including Mars, PepsiCo, Kraft and Procter & Gamble, who hope scents will help them get attention among fragmented audiences.