On this episode of The Velocity of Tradition podcast, Suzy founder and host Matt Britton sits down with Mark Kirkham, svp and advertising and marketing lead for Pepsi and glowing manufacturers at PepsiCo. Kirkham shares how PepsiCo leverages AI to reinforce shopper engagement, the significance of sustaining model relevance, and the challenges behind balancing international consistency with native adaptation.
With an unlimited portfolio of iconic manufacturers like Pepsi, Gatorade, and Mountain Dew, PepsiCo navigates the complexities of worldwide markets whereas staying true to its core values. On this episode, we discover how PepsiCo’s dedication to innovation and shopper relevance is driving the way forward for advertising and marketing.
“The day I cease studying is the day I cease being a marketer,” he says on the podcast. “As a marketer, you ought to be basically curious and all the time be trying to perceive your shopper higher.”
Kirkham brings over twenty years of expertise within the shopper items trade, having held vital roles at Gillette and Procter & Gamble earlier than becoming a member of PepsiCo. Since 2010, he has been instrumental in driving innovation and model relevance throughout PepsiCo’s worldwide beverage portfolio.
Take heed to Mark Kirkham on The Velocity of Tradition podcast for insights into how PepsiCo stays forward in a quickly evolving F&B panorama.
Key takeaways:
02:09-03:34 Navigating the Complexity of Model Relevance — The importance of brand name relevance has solely grown in at present’s multifaceted media atmosphere. The best way manufacturers have interaction with shoppers has developed dramatically, making it extra complicated but very important to remain related. The problem lies in sustaining sturdy connections amid the muddle of assorted communication channels. For PepsiCo, steady adaptation and innovation are key to preserving their manufacturers on the forefront of shoppers’ minds.
05:27-06:28 Mastering Social Media and Influencer Methods at Scale — PepsiCo has efficiently scaled its social media and influencer advertising and marketing efforts globally. Kirkham displays on the corporate’s journey from observing smaller manufacturers dominate these platforms to leveraging PepsiCo’s intensive sources to compete successfully. By integrating subtle information methods, PepsiCo can craft tailor-made content material that resonates with regional and international audiences.
00:06:28 – 00:08:20 Leveraging Information and AI for Scalable Personalization — By integrating first-party information with third-party and accomplice insights, PepsiCo develops detailed shopper profiles that inform focused, significant messaging. PepsiCo is utilizing AI and avatars to create immersive model experiences, similar to Gatorade’s AI-powered avatar that provides customized recommendation to athletes. As an illustration, the Gatorade model leverages information to offer athletes with customized product suggestions tailor-made to their wants and exercise routines. This method demonstrates how information and AI can revolutionize shopper engagement and create customized experiences on a big scale.
