|Pepsi CMO: Marketing Today Involves 'A Veritable Jungle' of Tech
As consumer tastes evolve, they expect more — or different — things from their preferred brands. Few people are more aware of changes in customer demand than PepsiCo North America Beverages CMO Seth Kaufman, who leads the brand’s beverage portfolio of soft drinks, waters, teas and energy drinks in the U.S.
Pepsi is responding to these changes by transforming not just its marketing but also its product portfolio. This month, the brand pledged to cut back on sugar, saying that two-thirds of its single-serving drinks will have 100 or fewer calories by 2025.
“At the end of the day, we have a responsibility to not just our shareholders but also our consumers, to make sure that we’re changing as the world is changing in front of us,” said Kaufman.
On the marketing front, here’s a breakdown of Kaufman’s philosophy for Pepsi.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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