1 00:00:05,160 --> 00:00:08,039 Speaker 1: There is no broadcast event that draws more people to 2 00:00:08,160 --> 00:00:12,200 Speaker 1: tune in than the NFL's Super Bowl. This year's Super 3 00:00:12,200 --> 00:00:16,120 Speaker 1: Bowl was ranked the second most watched in history, with 4 00:00:16,200 --> 00:00:20,239 Speaker 1: more than one hundred and twenty five million viewers, which 5 00:00:20,280 --> 00:00:23,560 Speaker 1: makes this event the holy grail for marketers and advertisers 6 00:00:23,600 --> 00:00:27,000 Speaker 1: around the globe. When the Super Bowl started in nineteen 7 00:00:27,120 --> 00:00:31,600 Speaker 1: sixty seven, ads were sold for around forty thousand dollars, 8 00:00:32,200 --> 00:00:34,760 Speaker 1: with an average price tag of eight to ten million 9 00:00:34,840 --> 00:00:38,640 Speaker 1: dollars for a Super Bowl commercial spot. This year, this 10 00:00:38,760 --> 00:00:43,840 Speaker 1: industry has become nearly as competitive as the Big Game itself. 11 00:00:44,680 --> 00:00:49,920 Speaker 1: Mark Kirkham is the Chief Marketing Officer or CMO for 12 00:00:50,040 --> 00:00:55,760 Speaker 1: Pepsi Co's twenty seven billion dollar beverage business. He leads 13 00:00:55,760 --> 00:01:00,320 Speaker 1: the marketing programs for blockbuster brands including Pepsi, Mountain and Do, 14 00:01:00,840 --> 00:01:04,360 Speaker 1: Gatorade and more. He joins me today to talk about 15 00:01:04,400 --> 00:01:08,120 Speaker 1: what goes into planning for the biggest advertising moment in 16 00:01:08,160 --> 00:01:11,479 Speaker 1: the world. And I thought you our audience should really 17 00:01:11,600 --> 00:01:16,080 Speaker 1: understand what marketing is, what advertising is, and how important 18 00:01:16,280 --> 00:01:23,280 Speaker 1: both are for every single American company, corporation, whatever. Welcome 19 00:01:23,280 --> 00:01:24,479 Speaker 1: to my podcast. 20 00:01:24,040 --> 00:01:26,199 Speaker 2: Mark, Thank you, Martha. It's a pleasure to be here. 21 00:01:26,280 --> 00:01:28,720 Speaker 1: It's been very nice getting to know you over the years. 22 00:01:29,000 --> 00:01:32,120 Speaker 1: PEPSI is my neighbor. I've lived in Bedford, New York, 23 00:01:32,240 --> 00:01:35,720 Speaker 1: and you are here in Purchase, New York. I've been 24 00:01:35,760 --> 00:01:38,960 Speaker 1: coming to PEPSI headquarters ever since Don Kendall was here. 25 00:01:39,040 --> 00:01:40,000 Speaker 1: I don't know if you know that. 26 00:01:40,200 --> 00:01:42,080 Speaker 2: Yeah, oh yeah. 27 00:01:42,120 --> 00:01:45,520 Speaker 1: I used to cater for Don Kendall's family and also 28 00:01:45,720 --> 00:01:48,720 Speaker 1: for parties here at the headquarters, and I watched the 29 00:01:48,720 --> 00:01:53,600 Speaker 1: beautiful sculpture garden. PEPSI is known for an amazing multi 30 00:01:53,640 --> 00:01:58,200 Speaker 1: billion dollar sculpture garden started way back in nineteen seventy 31 00:01:58,480 --> 00:02:02,520 Speaker 1: when this headquarters became the place like a prototype for 32 00:02:02,560 --> 00:02:03,320 Speaker 1: corporate headquarters. 33 00:02:03,360 --> 00:02:05,160 Speaker 2: Now. I mean in the summer, to go out for 34 00:02:05,200 --> 00:02:07,240 Speaker 2: a walk and look at the calder by the lake 35 00:02:07,400 --> 00:02:09,520 Speaker 2: and all the amazing sculpture. I mean, Don, this is 36 00:02:09,560 --> 00:02:11,000 Speaker 2: one of the legacies he left us with. 37 00:02:11,240 --> 00:02:14,880 Speaker 1: What an amazing legacy. So fun. Well, welcome to my 38 00:02:14,919 --> 00:02:20,000 Speaker 1: podcast here. And the ultimate ultimate platform for you as 39 00:02:20,000 --> 00:02:22,800 Speaker 1: a marketer for a PEPSI is the Super Bowl. 40 00:02:22,880 --> 00:02:26,640 Speaker 2: I guess yeah, it's the ultimate in many ways because 41 00:02:26,680 --> 00:02:29,960 Speaker 2: of its scale, but I think it's ultimate because of 42 00:02:30,000 --> 00:02:32,680 Speaker 2: its history. If you think of, you know, the decades 43 00:02:32,720 --> 00:02:35,280 Speaker 2: of Super Bowls and the history behind the game, and 44 00:02:35,440 --> 00:02:38,320 Speaker 2: sixty decade, I mean six decades. It's unbelievable. But I 45 00:02:38,360 --> 00:02:42,080 Speaker 2: think over time it's become not just the game and 46 00:02:42,160 --> 00:02:45,600 Speaker 2: not just the sport. It's become a moment. And for 47 00:02:45,760 --> 00:02:48,480 Speaker 2: marketers to have a moment to tell a story to 48 00:02:48,639 --> 00:02:50,680 Speaker 2: one hundred and twenty to one hundred and fifty million 49 00:02:50,720 --> 00:02:54,600 Speaker 2: people is pretty amazing. What's also amazing, too, is it's 50 00:02:54,760 --> 00:02:57,600 Speaker 2: it's gone beyond the game. It's beyond that thirty second ad. 51 00:02:57,919 --> 00:03:00,720 Speaker 2: It's the weeks before, it's the weeks after, and it's 52 00:03:00,760 --> 00:03:02,080 Speaker 2: all the other things you do around it. 53 00:03:02,160 --> 00:03:06,360 Speaker 1: Pepsi Coo aired three commercials on Super Bowl Sunday, Super 54 00:03:06,360 --> 00:03:10,600 Speaker 1: Bowl sixty. This is a sixth decade, boy crazy. Two 55 00:03:10,639 --> 00:03:13,160 Speaker 1: of them for the beverage division where you run marketing. 56 00:03:13,280 --> 00:03:16,440 Speaker 1: Let's talk about those two. Your ad for Pepsi zero 57 00:03:16,560 --> 00:03:19,799 Speaker 1: sugar The choice was a very big hit. It was 58 00:03:19,840 --> 00:03:23,919 Speaker 1: a bit audacious to use that very charming real polar Bear. 59 00:03:23,960 --> 00:03:24,560 Speaker 1: It wasn't Ai. 60 00:03:25,120 --> 00:03:26,639 Speaker 2: It was it wasn't Ai. 61 00:03:26,440 --> 00:03:29,800 Speaker 1: A character associated with your rival Coke. 62 00:03:30,160 --> 00:03:32,600 Speaker 2: I think what it's associated with is it was a 63 00:03:32,600 --> 00:03:35,640 Speaker 2: thirsty Polar Bear that was just looking for choice. And 64 00:03:36,000 --> 00:03:38,960 Speaker 2: you know, we had spent all last summer telling the 65 00:03:39,000 --> 00:03:41,600 Speaker 2: story about the Taste Challenge, which we did incredibly well 66 00:03:41,920 --> 00:03:44,440 Speaker 2: two to one win versus our competition, and we had 67 00:03:44,480 --> 00:03:45,560 Speaker 2: to bring in a life time. 68 00:03:45,760 --> 00:03:47,720 Speaker 1: You call Coke just your competition. 69 00:03:47,400 --> 00:03:51,160 Speaker 2: Our competition, yes, but also you know competitions. 70 00:03:50,640 --> 00:03:52,360 Speaker 1: Again, we've been reduced just to competition. 71 00:03:52,440 --> 00:03:56,040 Speaker 2: They're are competition, but I think ultimately our competition is 72 00:03:56,320 --> 00:03:59,320 Speaker 2: we're trying to kind of reach more consumers. Every consumer 73 00:03:59,360 --> 00:04:01,600 Speaker 2: I want them to try products. Every consumer I want 74 00:04:01,640 --> 00:04:04,040 Speaker 2: to experience our brand and new ways, and the super 75 00:04:04,040 --> 00:04:06,240 Speaker 2: Bowl always gives us a fun way to do that. 76 00:04:06,760 --> 00:04:08,760 Speaker 1: Well, where do you start with a creative process and 77 00:04:08,800 --> 00:04:09,800 Speaker 1: a campaign like this? 78 00:04:10,160 --> 00:04:12,440 Speaker 2: Look, it starts with the business objective. I think too 79 00:04:12,560 --> 00:04:15,280 Speaker 2: often people use the Super Bowl as a splash. For us, 80 00:04:15,360 --> 00:04:18,080 Speaker 2: we've had so much momentum behind our zero sugar business. 81 00:04:18,400 --> 00:04:22,960 Speaker 2: We grew three times the competition, twice the category. But 82 00:04:23,000 --> 00:04:25,960 Speaker 2: it's hard to tell the story about taste and trial 83 00:04:26,640 --> 00:04:29,120 Speaker 2: on a stage like the super Bowl. So for us, 84 00:04:29,200 --> 00:04:31,240 Speaker 2: it was first deciding, hey, are we going to do 85 00:04:31,279 --> 00:04:32,719 Speaker 2: the Super Bowl again? Now we've been doing it a 86 00:04:32,720 --> 00:04:35,040 Speaker 2: long time, so there's usually a presumptive that we're going to, 87 00:04:35,120 --> 00:04:38,760 Speaker 2: but then which brand and why, And we chose Pepsi 88 00:04:38,839 --> 00:04:40,960 Speaker 2: Zero Sugar because the momentum of the business. We chose 89 00:04:41,000 --> 00:04:43,200 Speaker 2: because we had a story we could tell, particularly coming 90 00:04:43,200 --> 00:04:44,720 Speaker 2: off of the Taste Challenge, which by the way, is 91 00:04:44,760 --> 00:04:47,400 Speaker 2: fifty years old, and we brought it back last year 92 00:04:47,480 --> 00:04:50,560 Speaker 2: in the fiftieth anniversary, and so that moment just gave 93 00:04:50,640 --> 00:04:54,840 Speaker 2: us the chance to creatively get people to rethink their choice, 94 00:04:54,920 --> 00:04:56,120 Speaker 2: and we did it in a fun. 95 00:04:56,000 --> 00:04:59,120 Speaker 1: Way, very fun, and it was very highly rated. 96 00:04:59,160 --> 00:05:02,000 Speaker 2: Very highly rated, number three on the ad Meter actually 97 00:05:02,040 --> 00:05:04,240 Speaker 2: though number one, thirty second AD on the ad Meter 98 00:05:04,320 --> 00:05:06,880 Speaker 2: and actually the top performing Pepsi ad since nineteen ninety 99 00:05:06,920 --> 00:05:09,599 Speaker 2: eight Admeter. So congratulating that feels good. But what was 100 00:05:09,640 --> 00:05:12,080 Speaker 2: amazing is that the one hundred and twenty five million that 101 00:05:12,120 --> 00:05:14,880 Speaker 2: saw it there just on our YouTube alone, we had 102 00:05:14,920 --> 00:05:17,720 Speaker 2: fifty one plus million views there alone, and then if 103 00:05:17,720 --> 00:05:19,160 Speaker 2: you look at all the other things we did, it's 104 00:05:19,160 --> 00:05:20,080 Speaker 2: been a pretty successful. 105 00:05:20,080 --> 00:05:21,880 Speaker 1: So it reaches several hundred MILLI I. 106 00:05:21,880 --> 00:05:22,960 Speaker 2: Think at the end of the day, if we could 107 00:05:22,960 --> 00:05:25,040 Speaker 2: measure it all, I would say several hundred million. 108 00:05:25,040 --> 00:05:30,120 Speaker 1: For wow, that mustphake you as chief marketing officer very happy. 109 00:05:30,160 --> 00:05:31,920 Speaker 2: Very happy, and very proud of the entire team. 110 00:05:32,120 --> 00:05:36,000 Speaker 1: How do you build up to become the chief marketing 111 00:05:36,080 --> 00:05:38,800 Speaker 1: officer of a company as vast as Pepsi CO. 112 00:05:39,200 --> 00:05:41,440 Speaker 2: I think the most important thing is continue to learn. 113 00:05:41,720 --> 00:05:43,720 Speaker 2: I didn't start off in marketing. I was a PR guy, 114 00:05:43,800 --> 00:05:46,760 Speaker 2: started off in Boston working for a PR firm, then 115 00:05:46,960 --> 00:05:49,360 Speaker 2: worked for a consulting firm doing tech because it was 116 00:05:49,360 --> 00:05:51,280 Speaker 2: the late nineties and it was that's what you did 117 00:05:51,360 --> 00:05:53,719 Speaker 2: in Boston. And then I wanted to work in CpG, 118 00:05:53,800 --> 00:05:56,159 Speaker 2: so I worked at Nielsen, and then I worked at 119 00:05:56,160 --> 00:05:58,920 Speaker 2: PNG and I landed here fifteen years ago. I think 120 00:05:58,960 --> 00:06:01,479 Speaker 2: the most important thing for anyone who wants to just 121 00:06:01,480 --> 00:06:04,120 Speaker 2: be a marketer or ideally a CMO or whatever they 122 00:06:04,120 --> 00:06:07,600 Speaker 2: want to be is continue to learn and get experiences 123 00:06:07,640 --> 00:06:10,320 Speaker 2: along the way that just make you better, but also 124 00:06:10,360 --> 00:06:12,920 Speaker 2: realizing that even as far as you've gotten, you've still 125 00:06:12,960 --> 00:06:13,720 Speaker 2: got plenty to learn. 126 00:06:13,800 --> 00:06:17,560 Speaker 1: You've worked to Pepsi for fifteen years. You became CMO. 127 00:06:17,200 --> 00:06:18,360 Speaker 2: When about a year ago? 128 00:06:18,560 --> 00:06:20,120 Speaker 1: Yeah, are you happy? Oh? 129 00:06:20,160 --> 00:06:20,520 Speaker 2: I love it? 130 00:06:20,560 --> 00:06:22,760 Speaker 1: Does it scare you to spend so much money? 131 00:06:22,920 --> 00:06:26,240 Speaker 2: You know? It doesn't scare me because it's a responsibility, 132 00:06:26,640 --> 00:06:29,800 Speaker 2: and it's a responsibility that many others had before, and 133 00:06:29,839 --> 00:06:31,200 Speaker 2: I have to in some ways kind of keep the 134 00:06:31,240 --> 00:06:33,719 Speaker 2: legacy of the brands and those before me. I think 135 00:06:34,200 --> 00:06:37,800 Speaker 2: it's a responsibility, but it's also a challenge. I think 136 00:06:37,839 --> 00:06:40,000 Speaker 2: you know anything about PepsiCo, and particularly Pepsi were a 137 00:06:40,040 --> 00:06:42,760 Speaker 2: challenger brand, and it's it's a lot of fun. What's 138 00:06:42,800 --> 00:06:45,840 Speaker 2: important is as a marketer, it's a responsibility. You know, 139 00:06:45,880 --> 00:06:47,840 Speaker 2: whether you have big budgets and big brands. We've got 140 00:06:48,200 --> 00:06:51,320 Speaker 2: twenty eight billion in the brands that are under my responsibility. 141 00:06:51,320 --> 00:06:54,640 Speaker 2: But it's about the storytelling of the ages. It's about 142 00:06:54,680 --> 00:06:57,120 Speaker 2: being a challenger. It's about being able to connect with 143 00:06:57,240 --> 00:07:00,960 Speaker 2: new generations and consumers and also be telling stories that 144 00:07:01,000 --> 00:07:03,400 Speaker 2: are relevant. And in the case of Zero Sugar or 145 00:07:03,400 --> 00:07:05,839 Speaker 2: in the case of Poppy, it's about the trends of 146 00:07:05,839 --> 00:07:08,840 Speaker 2: the consumer. And that, to me is the responsibility all 147 00:07:08,839 --> 00:07:09,000 Speaker 2: to me. 148 00:07:09,400 --> 00:07:12,400 Speaker 1: So I wanted to ask this question for a long time. 149 00:07:12,720 --> 00:07:16,640 Speaker 1: There are three buckets of getting the word out. One 150 00:07:16,720 --> 00:07:21,760 Speaker 1: is public relations, one is marketing, and one is advertising. 151 00:07:22,040 --> 00:07:25,320 Speaker 2: What are the differences I would frame it. I'd start 152 00:07:25,320 --> 00:07:28,800 Speaker 2: with marketing. Marketing is the craft, you know, marketing. I 153 00:07:28,840 --> 00:07:31,400 Speaker 2: think in the past, back in the day, it was 154 00:07:31,680 --> 00:07:34,960 Speaker 2: it was the advertising department because that was the only vehicle. 155 00:07:35,280 --> 00:07:37,440 Speaker 2: The reality is advertising, as you know, it is really 156 00:07:37,480 --> 00:07:40,520 Speaker 2: just a vehicle for a message. Marketing is the craft 157 00:07:40,520 --> 00:07:43,160 Speaker 2: that creates it. And even PR, I mean, the role 158 00:07:43,200 --> 00:07:45,600 Speaker 2: of communications broadly is so much broader. I mean, I 159 00:07:45,640 --> 00:07:47,880 Speaker 2: started my career in PR, and actually one of the 160 00:07:47,880 --> 00:07:51,480 Speaker 2: best skills of that was learning messaging, learning how to write, 161 00:07:51,720 --> 00:07:54,560 Speaker 2: you know, learning how to pitch an idea, and that 162 00:07:54,680 --> 00:07:56,520 Speaker 2: is just part of the overall craft. But yeah, I 163 00:07:56,560 --> 00:07:59,800 Speaker 2: mean they're all important, but to me, marketing. 164 00:07:59,360 --> 00:08:01,200 Speaker 1: And its core, that's the big area. 165 00:08:01,240 --> 00:08:02,920 Speaker 2: It's the big area, but it's it's all anchored in 166 00:08:02,960 --> 00:08:03,480 Speaker 2: the consumer. 167 00:08:03,760 --> 00:08:08,400 Speaker 1: So PR firms they really have evolved into marketing firms, aren't. 168 00:08:08,160 --> 00:08:10,440 Speaker 2: They, And social media firms and innovations. 169 00:08:10,560 --> 00:08:13,720 Speaker 1: I have to tell Susan mcgreno agency, which is PR 170 00:08:14,120 --> 00:08:17,080 Speaker 1: SMA PR. I have to tell her to change your name, 171 00:08:17,120 --> 00:08:18,120 Speaker 1: don't I it's funny. 172 00:08:18,120 --> 00:08:20,200 Speaker 2: We you know, I remember it's PR when you were 173 00:08:20,320 --> 00:08:23,720 Speaker 2: public relations. It's so much more than that. It is 174 00:08:23,920 --> 00:08:25,760 Speaker 2: so much and that's why I talked tobut they're the 175 00:08:25,760 --> 00:08:26,560 Speaker 2: comms team. 176 00:08:26,400 --> 00:08:28,960 Speaker 1: And she's doing so much more. Absolutely, she's been my 177 00:08:29,040 --> 00:08:32,080 Speaker 1: PR and she's helping me with marketing now exactly. 178 00:08:32,160 --> 00:08:35,400 Speaker 2: And the skill set of communications and getting your message 179 00:08:35,440 --> 00:08:39,360 Speaker 2: across in a clear and concise and creative way is 180 00:08:39,360 --> 00:08:42,040 Speaker 2: actually a unique skill set that actually PR professionals have 181 00:08:42,440 --> 00:08:44,520 Speaker 2: that some advertising professionals don't. 182 00:08:44,800 --> 00:08:48,880 Speaker 1: You have many products to market? How many? 183 00:08:49,080 --> 00:08:51,960 Speaker 2: Well, we have over ten billion dollar brands. If I 184 00:08:52,000 --> 00:08:54,400 Speaker 2: look at all my brands, we've got about twenty eight 185 00:08:54,440 --> 00:08:57,680 Speaker 2: different brands just in beverages. If you look around the world, 186 00:08:58,200 --> 00:09:00,880 Speaker 2: hundreds of beverages. And I was lucky enough to be 187 00:09:00,920 --> 00:09:03,400 Speaker 2: the CMO of for International business before I took over 188 00:09:03,440 --> 00:09:06,000 Speaker 2: this role, so I've been able to touch every brand 189 00:09:06,040 --> 00:09:07,199 Speaker 2: that PepsiCo has around the world. 190 00:09:07,240 --> 00:09:09,800 Speaker 1: We just pretty know every brand intimately. 191 00:09:09,960 --> 00:09:12,600 Speaker 2: I'd say as intimately as I can. But more importantly, 192 00:09:12,679 --> 00:09:16,520 Speaker 2: I understand the consumer that actually enjoys those brands. And 193 00:09:16,720 --> 00:09:21,480 Speaker 2: you know, whether it's from Uzbekistan to Argentina to Westport 194 00:09:21,640 --> 00:09:25,960 Speaker 2: to Washington, there's so many places where you can learn 195 00:09:26,080 --> 00:09:28,840 Speaker 2: about the role of a product in someone's life. The 196 00:09:28,880 --> 00:09:32,120 Speaker 2: brand meaning and the trends are different, and so I've 197 00:09:32,120 --> 00:09:34,120 Speaker 2: been lucky to do that here at PepsiCo, and I 198 00:09:34,160 --> 00:09:36,120 Speaker 2: look forward to doing it for a lot longer. Yeah. 199 00:09:36,200 --> 00:09:39,480 Speaker 1: So, as you know the brands and use the brands, 200 00:09:40,120 --> 00:09:42,559 Speaker 1: you come up with these phenomenal ideas. How big is 201 00:09:42,559 --> 00:09:43,160 Speaker 1: your team? 202 00:09:43,600 --> 00:09:45,480 Speaker 2: So if I look at my total team, there's a 203 00:09:45,480 --> 00:09:47,599 Speaker 2: couple hundred in the core marketing team, and then we 204 00:09:47,679 --> 00:09:51,360 Speaker 2: extend within our retail teams, our design teams, our customer 205 00:09:51,440 --> 00:09:54,439 Speaker 2: marketing teams. It's the core teams, though you'd be surprised, 206 00:09:54,480 --> 00:09:57,320 Speaker 2: like the core Pepsi team is a dozen people, So 207 00:09:57,520 --> 00:10:00,720 Speaker 2: you've got a dozen people managing a multi billion dollar brand. 208 00:10:01,080 --> 00:10:02,360 Speaker 2: In the core brand team. 209 00:10:02,240 --> 00:10:04,680 Speaker 1: The beverage brand is twenty seven billion. 210 00:10:04,360 --> 00:10:06,400 Speaker 2: Dollars the beverage business, Yeah, twenty seven. 211 00:10:06,640 --> 00:10:10,600 Speaker 1: And in addition, Pepsi also has a tremendously large snack business. 212 00:10:10,679 --> 00:10:12,880 Speaker 2: Very large snack. How big is that It's around the 213 00:10:12,880 --> 00:10:14,520 Speaker 2: same in the US, it's around the same, And if 214 00:10:14,559 --> 00:10:17,839 Speaker 2: you look at our business totally globally, it's about forty 215 00:10:17,840 --> 00:10:19,760 Speaker 2: eight to fifty two, a little bit larger on the 216 00:10:19,760 --> 00:10:22,040 Speaker 2: snack side, and depending on where you are in the world, 217 00:10:22,080 --> 00:10:24,079 Speaker 2: you might see a different mix. And I think that's 218 00:10:24,120 --> 00:10:28,360 Speaker 2: what makes our portfolio so interesting because every day someone 219 00:10:28,559 --> 00:10:31,520 Speaker 2: in the world is having a PepsiCo product, whether it's 220 00:10:31,520 --> 00:10:34,760 Speaker 2: a chip, whether it's a pepsi And as our portfolios evolved, 221 00:10:34,760 --> 00:10:37,199 Speaker 2: we've actually allowed ourselves to become part of different occasions, 222 00:10:37,240 --> 00:10:39,520 Speaker 2: you know, whether it's sobrahummus or soda stream. 223 00:10:39,559 --> 00:10:42,560 Speaker 1: What type of team did you put together to plan 224 00:10:42,679 --> 00:10:44,719 Speaker 1: this sole Super Bowl campaign? 225 00:10:45,000 --> 00:10:47,120 Speaker 2: I mean, I think the other thing is people always 226 00:10:47,120 --> 00:10:49,600 Speaker 2: give the marketing team all the credit or the brand people. 227 00:10:50,240 --> 00:10:53,680 Speaker 2: Anytime you do something like this, it's everybody from the 228 00:10:53,760 --> 00:10:57,240 Speaker 2: design team, to the comms team, to the content team. 229 00:10:57,120 --> 00:10:57,720 Speaker 1: To the CEO. 230 00:10:58,120 --> 00:11:00,640 Speaker 2: The CEO for sure, you know moment was part of 231 00:11:00,679 --> 00:11:03,880 Speaker 2: the process, but actually what's important is it's a very 232 00:11:03,960 --> 00:11:08,160 Speaker 2: multifunctional and you know, we actually have our agency partner, BBDO, 233 00:11:08,360 --> 00:11:11,200 Speaker 2: who helped with the creative, but actually our internal in 234 00:11:11,240 --> 00:11:14,800 Speaker 2: house content studio actually led the production with the other 235 00:11:14,800 --> 00:11:16,120 Speaker 2: partners and production partners. 236 00:11:24,400 --> 00:11:27,680 Speaker 1: What was the first metric that you check after the game? 237 00:11:28,000 --> 00:11:30,200 Speaker 2: Ultimately, right after the game, you want to look at 238 00:11:30,559 --> 00:11:34,800 Speaker 2: how did consumers like it? The different ratings, the ad meters, 239 00:11:34,920 --> 00:11:36,720 Speaker 2: the impressions, the views. 240 00:11:37,320 --> 00:11:42,359 Speaker 1: But at the end of the days, what's Davies daivs MBA. 241 00:11:42,840 --> 00:11:45,600 Speaker 2: There are a variety of different ad systems to measure 242 00:11:46,240 --> 00:11:48,239 Speaker 2: the performance. So we even had people. 243 00:11:48,000 --> 00:11:50,239 Speaker 1: Like the system very very systematic. 244 00:11:50,520 --> 00:11:53,360 Speaker 2: It's become a science. So like even the moment we 245 00:11:53,400 --> 00:11:56,720 Speaker 2: release an AD, people like Zappian System one are already 246 00:11:56,760 --> 00:11:59,320 Speaker 2: analyzing it. Like the moment is on the internet, they're 247 00:11:59,320 --> 00:12:01,520 Speaker 2: analyzing it. And then you do a lot of you 248 00:12:01,559 --> 00:12:03,280 Speaker 2: get a lot of consumer feedback. I mean, if you 249 00:12:03,320 --> 00:12:06,679 Speaker 2: look at the number of comments and posts we in 250 00:12:06,760 --> 00:12:10,480 Speaker 2: one post, we actually had more than all posts, impressions 251 00:12:10,520 --> 00:12:13,079 Speaker 2: and engagement that we had all last year. Wow, that's 252 00:12:13,160 --> 00:12:15,400 Speaker 2: the kind of magic when the creative idea is that good. 253 00:12:15,760 --> 00:12:17,480 Speaker 1: And the social media tracking too. 254 00:12:17,800 --> 00:12:21,480 Speaker 2: We're continuing like we track sentiment, track brand association, we 255 00:12:21,600 --> 00:12:25,840 Speaker 2: track shares, engagements. All of that is just part of 256 00:12:26,280 --> 00:12:30,800 Speaker 2: ultimately two things, reach and relevance. We want to reach 257 00:12:30,840 --> 00:12:32,679 Speaker 2: as many people as possible, and like I said, it's 258 00:12:32,679 --> 00:12:36,080 Speaker 2: probably several hundred million by now. But relevance. Do they 259 00:12:36,120 --> 00:12:38,200 Speaker 2: relate to it? Do they find it funny, do they 260 00:12:38,200 --> 00:12:40,160 Speaker 2: know it's for pepsi? And does it make them go 261 00:12:40,200 --> 00:12:42,439 Speaker 2: out and buy it? That's the most important matters. 262 00:12:42,559 --> 00:12:45,400 Speaker 1: So that's the ultimate sales are the ultimate goal. 263 00:12:45,600 --> 00:12:48,199 Speaker 2: Yes, it's you know, share, share and volume growth in 264 00:12:48,240 --> 00:12:49,000 Speaker 2: the number one goals. 265 00:12:49,040 --> 00:12:51,400 Speaker 1: So listeners, I hope you're understanding all of this because 266 00:12:51,440 --> 00:12:55,400 Speaker 1: it's not so complicated. Is really using the media in 267 00:12:55,440 --> 00:12:58,679 Speaker 1: whatever way you can to get more sales, Absolutely right, 268 00:12:59,160 --> 00:13:01,800 Speaker 1: So what matters more or the eyeballs on the ad 269 00:13:02,640 --> 00:13:07,080 Speaker 1: as it runs or the social media buzz surrounding it afterwards. 270 00:13:07,240 --> 00:13:09,480 Speaker 2: I think we're at this point where it's becoming a 271 00:13:09,520 --> 00:13:13,760 Speaker 2: pretty balanced equation. But at the same time, you need 272 00:13:13,880 --> 00:13:16,000 Speaker 2: to be on the Super Bowl to create the buzz 273 00:13:16,080 --> 00:13:19,199 Speaker 2: leading up and after. So when I look at our 274 00:13:19,240 --> 00:13:22,679 Speaker 2: metrics this year, I'll probably find that the viewership of 275 00:13:22,760 --> 00:13:25,760 Speaker 2: the Super Bowl may actually be smaller than what I 276 00:13:25,800 --> 00:13:29,720 Speaker 2: got in social and roader engagement before and after. And 277 00:13:30,240 --> 00:13:33,240 Speaker 2: that's new. I mean, when I grew up, you just 278 00:13:33,360 --> 00:13:35,160 Speaker 2: you never saw the ad and stayed you know, you 279 00:13:35,200 --> 00:13:37,480 Speaker 2: watched it, and that's when that was the only time 280 00:13:37,520 --> 00:13:39,360 Speaker 2: you saw the ad. So the only thing that matters 281 00:13:39,360 --> 00:13:43,360 Speaker 2: a viewership. But I actually think the entire industry is changing, 282 00:13:43,400 --> 00:13:45,839 Speaker 2: and you're seeing this with sports in general. The role 283 00:13:45,880 --> 00:13:48,720 Speaker 2: that influencers play, the role that celebrities played to kind 284 00:13:48,720 --> 00:13:52,079 Speaker 2: of amplify the story, not necessarily on the pitch or 285 00:13:52,240 --> 00:13:55,440 Speaker 2: you know, in the stands, but actually in culture and 286 00:13:55,480 --> 00:13:57,959 Speaker 2: so what we're seeing is that, yes, that one hundred 287 00:13:57,960 --> 00:14:00,160 Speaker 2: and twenty one hundred and thirty million people at that 288 00:14:00,200 --> 00:14:02,800 Speaker 2: moment in time is really important. But what you're able 289 00:14:02,840 --> 00:14:05,240 Speaker 2: to stretch and what you're able to do to engage 290 00:14:05,280 --> 00:14:08,080 Speaker 2: on social, digital and and through all of our engagement 291 00:14:08,120 --> 00:14:09,280 Speaker 2: programs makes a bigger difference. 292 00:14:09,280 --> 00:14:12,240 Speaker 1: So you have a new ish beverage called Poppy. Yes, 293 00:14:12,559 --> 00:14:16,080 Speaker 1: this year you did a super Bowl commercial with Charlie XCX, 294 00:14:16,679 --> 00:14:20,920 Speaker 1: who's a wild girl. Yes, I did a commercial with 295 00:14:20,960 --> 00:14:24,400 Speaker 1: her last year. Yeah, she was fun, and she's very creative, 296 00:14:24,400 --> 00:14:27,520 Speaker 1: and she's very hard working and she's been all over 297 00:14:27,560 --> 00:14:29,560 Speaker 1: the place this year. How did you choose her for 298 00:14:29,560 --> 00:14:29,800 Speaker 1: this one? 299 00:14:29,840 --> 00:14:32,120 Speaker 2: Well, what's interesting, I mean Poppy joined the family about 300 00:14:32,120 --> 00:14:35,400 Speaker 2: ten months ago. And you know Poppy has built the brand, 301 00:14:35,560 --> 00:14:38,240 Speaker 2: you know, from their founder Alison to Rohan who found 302 00:14:38,240 --> 00:14:42,400 Speaker 2: them on Shark Tank, Like they built the brand culture forward. 303 00:14:42,280 --> 00:14:45,040 Speaker 1: And see this is a shark Tank product. 304 00:14:45,120 --> 00:14:46,160 Speaker 2: It started on Shark Tank. 305 00:14:46,640 --> 00:14:48,560 Speaker 1: Any other Shark Tank stuff. 306 00:14:48,280 --> 00:14:51,760 Speaker 2: In your on our portfolio. But what's interesting is that 307 00:14:51,920 --> 00:14:56,000 Speaker 2: it built into a very culture up brand, you know, 308 00:14:56,200 --> 00:15:00,720 Speaker 2: through social media, through infilstrs through college campuses, sorority and 309 00:15:00,760 --> 00:15:04,600 Speaker 2: it just became a phenomenon in itself. And what's important 310 00:15:04,680 --> 00:15:06,640 Speaker 2: this was the third year that Poppy ran on the 311 00:15:06,680 --> 00:15:09,800 Speaker 2: Super Bowl. What was important is you can't lose that. 312 00:15:10,200 --> 00:15:12,280 Speaker 2: You have to have that connection to culture. And so 313 00:15:12,320 --> 00:15:14,600 Speaker 2: they had lots of different ideas, but what they landed 314 00:15:14,640 --> 00:15:17,920 Speaker 2: on was a really fun Charlie was very involved in 315 00:15:18,000 --> 00:15:20,080 Speaker 2: kind of helping build it and created with her friends 316 00:15:20,400 --> 00:15:24,040 Speaker 2: and her director, and the brand really celebrated what we 317 00:15:24,080 --> 00:15:26,480 Speaker 2: call vibes. Now, vibe can be whatever you want to 318 00:15:26,520 --> 00:15:28,520 Speaker 2: call it. In the case of Charlie Vibe, it's a 319 00:15:28,560 --> 00:15:31,560 Speaker 2: big party, but it just celebrated that kind of spirit 320 00:15:31,680 --> 00:15:34,640 Speaker 2: of what we're trying to engage with that consumer target. 321 00:15:34,960 --> 00:15:37,600 Speaker 1: So at the end of this year's Super Bowl, which 322 00:15:37,720 --> 00:15:41,520 Speaker 1: was a dud by the way, as far as I'm concerned. 323 00:15:41,000 --> 00:15:43,240 Speaker 2: My wife's a Pats fans, She's definitely not happy. 324 00:15:43,360 --> 00:15:46,240 Speaker 1: No, she had to be very unhappy, And I was 325 00:15:46,280 --> 00:15:48,600 Speaker 1: hoping that Bob Kraft would give us a better show. 326 00:15:49,840 --> 00:15:52,720 Speaker 1: He's the owner of the Patriots. At the end, you 327 00:15:52,760 --> 00:15:56,040 Speaker 1: gathered with other cmos from other companies, all of whom 328 00:15:56,040 --> 00:16:00,160 Speaker 1: had spent multi millions of dollars on that little thirty second. 329 00:16:00,520 --> 00:16:01,640 Speaker 1: Is it only thirty or no? 330 00:16:01,720 --> 00:16:03,800 Speaker 2: You can do sixties. You know you got at least 331 00:16:03,840 --> 00:16:04,240 Speaker 2: do thirty. 332 00:16:04,320 --> 00:16:06,000 Speaker 1: Yeah, you have to do at least a thirty. What 333 00:16:06,040 --> 00:16:09,080 Speaker 1: were some of the insights discussed and what was the 334 00:16:09,080 --> 00:16:12,120 Speaker 1: consensus in the room about six Super Bowl sixty. 335 00:16:12,480 --> 00:16:17,080 Speaker 2: I honestly feel the quality of the creative was one 336 00:16:17,080 --> 00:16:19,040 Speaker 2: of the better we've seen a long time. And the 337 00:16:19,120 --> 00:16:21,640 Speaker 2: reason is if you look at you know, the different 338 00:16:21,640 --> 00:16:24,920 Speaker 2: ads that ran, they were you know, they were fun, 339 00:16:25,240 --> 00:16:28,360 Speaker 2: they were entertaining, they were heart touching. If you look 340 00:16:28,360 --> 00:16:30,560 Speaker 2: at our at Lays ad, we really are rooting back 341 00:16:30,560 --> 00:16:32,520 Speaker 2: into our farmers. In fact, the farm that. 342 00:16:32,640 --> 00:16:33,640 Speaker 1: Was a beautiful ad. 343 00:16:33,680 --> 00:16:34,560 Speaker 2: It's a beautiful ad. 344 00:16:34,720 --> 00:16:38,760 Speaker 1: Laze potato chips. I use these with my caviar and 345 00:16:38,840 --> 00:16:39,480 Speaker 1: sour cream. 346 00:16:39,760 --> 00:16:43,280 Speaker 2: There you go. But what's amazing, here's this to show 347 00:16:43,280 --> 00:16:47,360 Speaker 2: the breath Taiko who actually directed both the lay spot 348 00:16:47,480 --> 00:16:49,440 Speaker 2: and the Pepsi spots, both of them, both of them 349 00:16:49,560 --> 00:16:51,520 Speaker 2: and a It just shows his I mean, this is 350 00:16:51,520 --> 00:16:54,200 Speaker 2: an Oscar winner, but it shows breadth. You know. Lays 351 00:16:54,280 --> 00:16:56,000 Speaker 2: was able to tell the story of a real farming 352 00:16:56,000 --> 00:16:58,120 Speaker 2: family who actually came to the Super Bowl with us 353 00:16:58,480 --> 00:17:01,000 Speaker 2: and really do it in an emotional but really reinforce 354 00:17:01,080 --> 00:17:03,200 Speaker 2: the roots of the brand and the product. And then 355 00:17:03,480 --> 00:17:05,199 Speaker 2: for Pepsi, he just had a lot of fun And 356 00:17:05,240 --> 00:17:07,720 Speaker 2: if you've ever seen Jojo Rabbit, you could see his 357 00:17:07,840 --> 00:17:11,000 Speaker 2: personality coming out in the direction there. And and so 358 00:17:11,080 --> 00:17:13,320 Speaker 2: what the other cmos would say is, you know they 359 00:17:13,320 --> 00:17:15,800 Speaker 2: look at the Instacart ad, you look at Budweiser's ad 360 00:17:16,320 --> 00:17:19,159 Speaker 2: is you know it was entertaining, it was fun, it 361 00:17:19,240 --> 00:17:23,080 Speaker 2: was thoughtful. The Poppy ad was energetic, and I think 362 00:17:23,119 --> 00:17:26,600 Speaker 2: it also showed the role of celebrities evolved over time. 363 00:17:27,560 --> 00:17:29,040 Speaker 2: The Uber Eats, I know you were in the Uber 364 00:17:29,080 --> 00:17:31,880 Speaker 2: Eats last year. They continue their story and I think 365 00:17:31,880 --> 00:17:34,000 Speaker 2: that's the other important thing is you're seeing a lot 366 00:17:34,000 --> 00:17:37,639 Speaker 2: of brands continue stories. You know, whether it's football, is about. 367 00:17:37,480 --> 00:17:40,160 Speaker 1: Food, they have a dedicated audience. 368 00:17:40,280 --> 00:17:43,080 Speaker 2: Yeah, and it's it's starting to remember and then you 369 00:17:43,080 --> 00:17:44,080 Speaker 2: can carry it all year on. 370 00:17:44,200 --> 00:17:45,439 Speaker 1: I like the American Eagle. 371 00:17:45,680 --> 00:17:48,399 Speaker 2: It was good, so good, it was touching. 372 00:17:48,480 --> 00:17:51,760 Speaker 1: Which were your personal favorites of the other commercials? 373 00:17:52,840 --> 00:17:56,199 Speaker 2: I will say so I can't choose Laser, Pepsi or Poppy. 374 00:17:56,640 --> 00:18:01,280 Speaker 2: And when Kyle Norrenton and the team dropped the Budweiser ad. 375 00:18:02,280 --> 00:18:06,040 Speaker 2: I said, uh, oh, you know, because it just the music, 376 00:18:06,320 --> 00:18:10,359 Speaker 2: the storytelling, the drama. I'm a soccer for Clydesdale, so 377 00:18:10,880 --> 00:18:13,320 Speaker 2: to the ABI guys, I think that was really good. 378 00:18:13,359 --> 00:18:16,639 Speaker 2: I love the instacart, just the entertainment of it. I 379 00:18:16,680 --> 00:18:19,800 Speaker 2: actually really liked the Nerds Gummy ad. It was fun, 380 00:18:20,040 --> 00:18:23,040 Speaker 2: Andy Cohen. I mean, you can't take that away, and 381 00:18:23,080 --> 00:18:24,120 Speaker 2: I thought they did a great job. 382 00:18:24,800 --> 00:18:26,960 Speaker 1: Great. Have you ever worked on a campaign that you 383 00:18:27,160 --> 00:18:29,800 Speaker 1: felt didn't hit as successfully as you hoped it would. 384 00:18:30,119 --> 00:18:33,480 Speaker 2: Yeah, I've worked on a few, and I think that's 385 00:18:33,680 --> 00:18:36,040 Speaker 2: the best thing about being a marketer is learning from 386 00:18:36,240 --> 00:18:39,240 Speaker 2: I won't call them mistakes, I'll call them learnings. You 387 00:18:39,240 --> 00:18:41,680 Speaker 2: know a specific campaign I worked on about ten years ago. 388 00:18:42,280 --> 00:18:44,879 Speaker 2: You know, we started with one path, which was it 389 00:18:44,920 --> 00:18:48,240 Speaker 2: was a soccer campaign for Europe, and it went down 390 00:18:48,280 --> 00:18:50,399 Speaker 2: one path, but then we added another thing to it, 391 00:18:50,440 --> 00:18:52,320 Speaker 2: and then we add another thing to it, and this 392 00:18:52,520 --> 00:18:55,960 Speaker 2: really good idea became what the English call a dog's breakfast. 393 00:18:56,040 --> 00:18:58,320 Speaker 2: It just was too many things. And I think that's 394 00:18:58,359 --> 00:19:00,000 Speaker 2: the biggest piece of advice to give to any market, 395 00:19:00,240 --> 00:19:03,720 Speaker 2: is like keep simple things special like this. More simple 396 00:19:03,760 --> 00:19:07,520 Speaker 2: the idea is, the better it comes across, and the 397 00:19:07,600 --> 00:19:11,199 Speaker 2: more complicated more likely you might think it's entertaining, but 398 00:19:11,240 --> 00:19:13,600 Speaker 2: you lose the message. So I have a mantra that's, 399 00:19:13,640 --> 00:19:15,880 Speaker 2: you know, makes simple special and I believe in that. 400 00:19:16,000 --> 00:19:18,400 Speaker 2: So the simpler idea, the better it lands. 401 00:19:18,400 --> 00:19:21,160 Speaker 1: Like Einstein, keep it simple but. 402 00:19:21,119 --> 00:19:24,040 Speaker 2: Not not too simple. Yeah, the special is the not 403 00:19:24,119 --> 00:19:24,600 Speaker 2: too simple. 404 00:19:24,720 --> 00:19:27,959 Speaker 1: Yeah, exactly. So I just sort of want to know 405 00:19:28,119 --> 00:19:30,720 Speaker 1: how much time do you spend on Super Bowl versus 406 00:19:30,760 --> 00:19:33,720 Speaker 1: all the other amazing marketing that you do throughout the year. 407 00:19:33,960 --> 00:19:37,080 Speaker 2: In reality, super Bowl is a small percentage. I mean, 408 00:19:37,200 --> 00:19:39,080 Speaker 2: you know, at a given time, it seems like everything, 409 00:19:39,480 --> 00:19:40,800 Speaker 2: But if you look at all the things you do 410 00:19:40,840 --> 00:19:43,680 Speaker 2: throughout the year across my portfolio, you know, probably well 411 00:19:43,760 --> 00:19:45,040 Speaker 2: less than ten percent of my time. 412 00:19:45,520 --> 00:19:47,359 Speaker 1: How many drinks products? 413 00:19:47,520 --> 00:19:49,280 Speaker 2: Like I said, in the US, if you call every 414 00:19:49,320 --> 00:19:52,120 Speaker 2: subura and everything, we're dozens. You know you got Gatorade. 415 00:19:52,119 --> 00:19:54,080 Speaker 2: Gatoray doesn't advertise on a Super Bowl, but it's on 416 00:19:54,119 --> 00:19:56,520 Speaker 2: the sidelines all the things we have to do throughout 417 00:19:56,520 --> 00:19:56,840 Speaker 2: the year. 418 00:19:56,880 --> 00:19:59,280 Speaker 1: You have to think of, are the players drinking Gatorade 419 00:19:59,320 --> 00:19:59,960 Speaker 1: throughout the game? 420 00:20:00,200 --> 00:20:01,520 Speaker 2: Yeah, I mean you can see it. We're on the 421 00:20:01,560 --> 00:20:03,920 Speaker 2: sidelines and it's always been core to the sport. But actually, 422 00:20:03,920 --> 00:20:06,479 Speaker 2: if you think about it, the ultimate benefit of Gatorade 423 00:20:06,520 --> 00:20:09,800 Speaker 2: is hydration. And so as you look at our portfolio, propel, 424 00:20:10,240 --> 00:20:12,880 Speaker 2: you look at our Gatorade powders and enhancers, we want 425 00:20:12,880 --> 00:20:16,000 Speaker 2: to really democratize hydration to not just athletes. Yes, we 426 00:20:16,040 --> 00:20:19,240 Speaker 2: may have been born, you know, on the sidelines of Florida, 427 00:20:19,520 --> 00:20:21,399 Speaker 2: but I think there's so much more that those brands 428 00:20:21,400 --> 00:20:21,600 Speaker 2: can do. 429 00:20:21,840 --> 00:20:24,280 Speaker 1: We're all told to drink more, yes, and you need 430 00:20:24,320 --> 00:20:24,880 Speaker 1: to hydrate. 431 00:20:25,119 --> 00:20:26,720 Speaker 2: Yes, it's important. 432 00:20:27,040 --> 00:20:29,919 Speaker 1: You manage the marketing strategy for dozens of brands. And 433 00:20:30,200 --> 00:20:32,600 Speaker 1: how do you determine when that Super Bowl spot is 434 00:20:32,680 --> 00:20:35,520 Speaker 1: good for a specific brand like Poppy? Why did you 435 00:20:35,560 --> 00:20:36,600 Speaker 1: know Poppy this year? 436 00:20:36,880 --> 00:20:40,240 Speaker 2: You always brief. Well, first off, you decide, hey, what's 437 00:20:40,280 --> 00:20:43,440 Speaker 2: the role in the portfolio and Poppy, you know, coming 438 00:20:43,480 --> 00:20:47,760 Speaker 2: into the PepsiCo family, driving distribution, driving broader awareness, that's 439 00:20:47,800 --> 00:20:49,880 Speaker 2: the bigger play. But at the same time, you want 440 00:20:49,880 --> 00:20:51,720 Speaker 2: to make it be continue to be relevant, So you 441 00:20:51,800 --> 00:20:55,160 Speaker 2: brief to be relevant to both the core consumer and 442 00:20:55,240 --> 00:20:58,200 Speaker 2: to the masses. They're doing great. I mean, Poppy is 443 00:20:58,200 --> 00:21:03,000 Speaker 2: the number one modern sodam brand generation. It's young, youth, female, 444 00:21:03,040 --> 00:21:06,840 Speaker 2: it's actually more mixed than people would expect. It's a 445 00:21:06,920 --> 00:21:07,399 Speaker 2: very cute. 446 00:21:07,440 --> 00:21:12,200 Speaker 1: First of all, it's very cute, and raspberry rose pre biotic. 447 00:21:12,200 --> 00:21:13,080 Speaker 1: What is pre biotic? 448 00:21:13,200 --> 00:21:16,240 Speaker 2: So pre biotic is literally the fiber in your gut 449 00:21:16,280 --> 00:21:20,320 Speaker 2: that actually allows for probiotics to grow. So not the scientist, 450 00:21:20,400 --> 00:21:22,840 Speaker 2: but fiber is good for your body and it's actually 451 00:21:22,840 --> 00:21:25,919 Speaker 2: good for digestion. So the whole what they call modern 452 00:21:25,920 --> 00:21:28,800 Speaker 2: soda category was built on you know, this product was 453 00:21:28,880 --> 00:21:34,760 Speaker 2: pitched at Shark Tank initially five years ago, I believe exactly. 454 00:21:34,960 --> 00:21:37,040 Speaker 2: But when it was pitched, it was made in the 455 00:21:37,119 --> 00:21:39,879 Speaker 2: kitchen of the founder, and and today it's on the 456 00:21:39,880 --> 00:21:42,399 Speaker 2: shelves of every store in America, and you think about 457 00:21:42,400 --> 00:21:44,760 Speaker 2: that story. But it started in this very kind of 458 00:21:44,800 --> 00:21:49,360 Speaker 2: rooted in evolving consumer needs, giving different benefits and doing 459 00:21:49,400 --> 00:21:50,920 Speaker 2: it in a more natural way. And I think that's 460 00:21:51,160 --> 00:21:53,600 Speaker 2: that also allows our portfolio to have different choices for 461 00:21:53,600 --> 00:21:54,200 Speaker 2: different people. 462 00:22:02,280 --> 00:22:05,720 Speaker 1: And so you're working very hard to build strategy around 463 00:22:06,200 --> 00:22:10,000 Speaker 1: a product so that it lives way beyond the game moment. 464 00:22:10,040 --> 00:22:12,480 Speaker 1: Of course, right, is it worth the investment? 465 00:22:13,160 --> 00:22:16,359 Speaker 2: I fundamentally believe it is, and it's I think people 466 00:22:16,520 --> 00:22:18,600 Speaker 2: get caught up in the cost of a thirty second 467 00:22:18,640 --> 00:22:22,800 Speaker 2: ad versus the opportunity of being part of culture and 468 00:22:23,240 --> 00:22:25,840 Speaker 2: being part of that moment, telling your story before or after, 469 00:22:26,000 --> 00:22:28,359 Speaker 2: and continuing to build on momentum. In the case of 470 00:22:28,359 --> 00:22:32,120 Speaker 2: Pepsi zero, that is not about a single ad buy 471 00:22:32,359 --> 00:22:35,439 Speaker 2: or a single event, And I think it's worth it 472 00:22:35,480 --> 00:22:38,560 Speaker 2: because it allows us to keep the momentum, tell stories, 473 00:22:38,680 --> 00:22:43,000 Speaker 2: drive reappraisal, and I think that's why super Bowl will 474 00:22:43,040 --> 00:22:46,399 Speaker 2: always have its moment in marketing and advertising, but more 475 00:22:46,400 --> 00:22:47,240 Speaker 2: important culture. 476 00:22:47,480 --> 00:22:50,359 Speaker 1: Pepsi's been very, very good at not getting caught up 477 00:22:50,359 --> 00:22:54,040 Speaker 1: in cultural wars. You just sort of slide over the 478 00:22:54,080 --> 00:22:57,880 Speaker 1: top of importance always so beautifully. How do you do that? 479 00:22:58,040 --> 00:23:01,720 Speaker 2: Look, you start at your consumer and I know that 480 00:23:01,800 --> 00:23:06,199 Speaker 2: sounds easy to say, but our consumers everybody, and we've 481 00:23:06,520 --> 00:23:09,120 Speaker 2: always been if you look at our history, you know, 482 00:23:09,160 --> 00:23:12,879 Speaker 2: going back into giving to the communities, being relevant to 483 00:23:13,160 --> 00:23:16,760 Speaker 2: different markets around the world, helping to kind of continue 484 00:23:16,800 --> 00:23:20,439 Speaker 2: to build the categories and the businesses in consumer relevant ways. 485 00:23:20,600 --> 00:23:22,879 Speaker 2: That's the way that you just you stay who you 486 00:23:22,920 --> 00:23:25,840 Speaker 2: are as a company, but also you are as a brand. 487 00:23:25,600 --> 00:23:27,800 Speaker 1: So you're not involved with the marketing. 488 00:23:27,400 --> 00:23:30,600 Speaker 2: Of the I am my good friend Hernan and Rachel 489 00:23:30,680 --> 00:23:31,359 Speaker 2: they have to. 490 00:23:31,359 --> 00:23:33,800 Speaker 1: Come back and talk to her on because snacks are 491 00:23:33,840 --> 00:23:37,000 Speaker 1: a great, big thing. Yeah, and there's been a lot 492 00:23:37,000 --> 00:23:39,720 Speaker 1: of talk about snacks, But what I really do like 493 00:23:39,920 --> 00:23:42,880 Speaker 1: is that you're taking out a lot of the preservatives 494 00:23:43,320 --> 00:23:45,879 Speaker 1: in the snacks Pepsi is, yeah, and making them a 495 00:23:45,880 --> 00:23:46,960 Speaker 1: little bit healthier. 496 00:23:47,040 --> 00:23:50,240 Speaker 2: Yes, I mean, we have a wide range of better 497 00:23:50,240 --> 00:23:53,159 Speaker 2: for you and healthy snacks. But when it makes a 498 00:23:53,160 --> 00:23:54,919 Speaker 2: big difference is when you do that on some of 499 00:23:54,920 --> 00:23:57,440 Speaker 2: your core brands. So in the past few months, we've 500 00:23:57,480 --> 00:24:01,920 Speaker 2: launched what we call simply naked Rito's and Cheetos. And 501 00:24:02,200 --> 00:24:04,480 Speaker 2: by the way, Lays has always been that way. I mean, 502 00:24:04,480 --> 00:24:07,120 Speaker 2: it's basically potatoes, salt, and oil. But if you think 503 00:24:07,160 --> 00:24:11,720 Speaker 2: about removing artificial dyes, removing artificial flavors, you know, it 504 00:24:11,760 --> 00:24:13,879 Speaker 2: brings it back to its core. And we're seeing that 505 00:24:13,960 --> 00:24:16,960 Speaker 2: consumers are looking for more choice. And this is what's 506 00:24:17,000 --> 00:24:19,520 Speaker 2: great about being a portfolio company like PepsiCo is that 507 00:24:19,880 --> 00:24:23,240 Speaker 2: we have different brands, different products, different products segments that 508 00:24:23,320 --> 00:24:24,600 Speaker 2: we can offer that choice. 509 00:24:25,240 --> 00:24:28,520 Speaker 1: How important are celebrities in your commercials. 510 00:24:28,400 --> 00:24:30,600 Speaker 2: Speaking to a celebrity. Let me put it this way. 511 00:24:31,240 --> 00:24:33,159 Speaker 2: As long as a celebrity as an authentic role to 512 00:24:33,160 --> 00:24:35,159 Speaker 2: your story, they have every right to be there. And 513 00:24:35,240 --> 00:24:39,480 Speaker 2: if it adds a moment of surprise part of the storyline, 514 00:24:39,640 --> 00:24:42,200 Speaker 2: you know. I think about your ad last year with Ubretz. 515 00:24:42,480 --> 00:24:46,320 Speaker 2: It just made it so interesting and fun, you know. 516 00:24:46,359 --> 00:24:48,719 Speaker 2: But there are times where people get it wrong, and 517 00:24:48,800 --> 00:24:51,679 Speaker 2: so I think having a relationship with the celebrity, not 518 00:24:51,760 --> 00:24:54,600 Speaker 2: just borrowing equity and making them part of your story. 519 00:24:54,640 --> 00:24:56,880 Speaker 2: I think that's what makes the role of celebrities important. 520 00:24:56,920 --> 00:25:00,840 Speaker 1: There were a couple AI created as a little bit 521 00:25:00,840 --> 00:25:04,879 Speaker 1: of age enhancement on ben Affleck. I thought it might 522 00:25:04,960 --> 00:25:08,200 Speaker 1: have been the sun at first, it was so realistic. 523 00:25:08,880 --> 00:25:10,080 Speaker 1: But what'd you think about that? 524 00:25:10,240 --> 00:25:14,080 Speaker 2: Look? I think AI is an important tool, but you 525 00:25:14,160 --> 00:25:16,360 Speaker 2: need to be responsible in how you use it and 526 00:25:16,800 --> 00:25:20,359 Speaker 2: whether it's used for creative development or concepting or in 527 00:25:20,400 --> 00:25:24,520 Speaker 2: the back house of supply chain. It is super powerful. 528 00:25:24,640 --> 00:25:27,720 Speaker 2: I think this year's Super Bowl was probably, if we're honest, 529 00:25:27,760 --> 00:25:29,800 Speaker 2: it's the first Super Bowl where it became a conversation 530 00:25:29,920 --> 00:25:32,919 Speaker 2: because some brands actually used AI for a lot. We 531 00:25:32,920 --> 00:25:36,800 Speaker 2: didn't use AI in NRS, and I think the importance 532 00:25:36,800 --> 00:25:39,280 Speaker 2: of that is AI can be part to augment and 533 00:25:39,320 --> 00:25:42,720 Speaker 2: help enhance something, but the craft of marketing, the craft 534 00:25:42,760 --> 00:25:46,800 Speaker 2: of advertising is still a very human, human touch process. 535 00:25:47,040 --> 00:25:49,440 Speaker 1: Well, you've had such a great career here at Pepsi 536 00:25:49,640 --> 00:25:52,960 Speaker 1: and are working in some of the most creative ways 537 00:25:53,000 --> 00:25:56,800 Speaker 1: to market amazing product. I just wanted to go back 538 00:25:56,840 --> 00:25:59,000 Speaker 1: a little bit into the eighties when Pepsi did the 539 00:25:59,040 --> 00:26:04,280 Speaker 1: Michael Jackson yep. That was so iconic and so so memorable. 540 00:26:04,480 --> 00:26:06,800 Speaker 1: What are your thoughts on that. It's hard, that's hard 541 00:26:06,840 --> 00:26:07,360 Speaker 1: to come by. 542 00:26:07,720 --> 00:26:10,320 Speaker 2: It is and like you know, in the eighties, I was, 543 00:26:10,400 --> 00:26:14,320 Speaker 2: I was a young kid, and it was an aspirational, 544 00:26:14,600 --> 00:26:19,520 Speaker 2: culturally relevant, entertaining story. We've actually done some work with 545 00:26:19,520 --> 00:26:22,920 Speaker 2: Alfonso Rivera since then, and you know, it's funny. I'll 546 00:26:22,960 --> 00:26:26,359 Speaker 2: always remember him for that moment. I'll always remember Michael 547 00:26:26,400 --> 00:26:29,959 Speaker 2: Jackson from pepsiads and that was part of my culture 548 00:26:30,000 --> 00:26:32,960 Speaker 2: growing up as a kid. And I look at celebrities 549 00:26:33,040 --> 00:26:35,679 Speaker 2: or just talent or even influences today like they're going 550 00:26:35,760 --> 00:26:38,600 Speaker 2: to be that for my kids. Alex Earle was a 551 00:26:38,760 --> 00:26:41,520 Speaker 2: very close partner of Poppy in the early days and 552 00:26:41,880 --> 00:26:43,760 Speaker 2: look what she's gone up to. Do, she will and 553 00:26:43,800 --> 00:26:45,920 Speaker 2: from any ways, for many kids always be remembered as 554 00:26:46,400 --> 00:26:48,639 Speaker 2: the Poppy girl. So I think if you go to 555 00:26:48,720 --> 00:26:51,159 Speaker 2: Michael Jackson and think about what he's you know, what 556 00:26:51,240 --> 00:26:54,080 Speaker 2: he did and the cultural connection to our brand, that 557 00:26:54,160 --> 00:26:57,240 Speaker 2: means something. And I do think those are the that's 558 00:26:57,280 --> 00:26:59,240 Speaker 2: what makes them really magical and special. 559 00:27:00,000 --> 00:27:03,560 Speaker 1: What are some other important marketing programs for your Pepsi brands? 560 00:27:03,960 --> 00:27:07,200 Speaker 2: Well, for Pepsi, I mean the Taste Challenge has been amazing, 561 00:27:07,320 --> 00:27:10,159 Speaker 2: you know. We It's something I was running internationally for 562 00:27:10,160 --> 00:27:11,919 Speaker 2: the last ten years and we brought it back to 563 00:27:12,000 --> 00:27:16,160 Speaker 2: us last year. And it's a simple idea that Roger 564 00:27:16,200 --> 00:27:19,240 Speaker 2: and Rico and the team fifty years ago, like really 565 00:27:19,280 --> 00:27:22,399 Speaker 2: reinforced And if I think about it, at the end 566 00:27:22,400 --> 00:27:23,240 Speaker 2: of the day, it's sampling. 567 00:27:23,400 --> 00:27:25,760 Speaker 1: Have you had Warren Buffett do it? No? 568 00:27:25,840 --> 00:27:28,200 Speaker 2: I haven't. I'd like to. 569 00:27:28,200 --> 00:27:31,080 Speaker 1: You should do it? You should haven't do a blind 570 00:27:31,160 --> 00:27:31,960 Speaker 1: tasty Yeah? 571 00:27:32,040 --> 00:27:34,280 Speaker 2: No, it's you know, but it be funny. It would 572 00:27:34,280 --> 00:27:34,639 Speaker 2: be amazing. 573 00:27:34,680 --> 00:27:39,200 Speaker 1: Warren Buffett is known for his Coca cola imbibing constantly, 574 00:27:40,080 --> 00:27:42,480 Speaker 1: and it would be so much fun. Here's my friend. 575 00:27:42,480 --> 00:27:43,320 Speaker 1: Should I ask him? 576 00:27:43,680 --> 00:27:45,679 Speaker 2: You can? You can? We'll send we'll send him a 577 00:27:45,720 --> 00:27:48,639 Speaker 2: test hit. But I think so the taste challenge is 578 00:27:48,640 --> 00:27:50,560 Speaker 2: going to be amazing. I mean this summer, you know, 579 00:27:50,680 --> 00:27:54,080 Speaker 2: we've got a big soccer event now as PEPSI, what 580 00:27:54,119 --> 00:27:56,800 Speaker 2: do you think about soccer? Well, I'm half English, my 581 00:27:56,880 --> 00:27:59,520 Speaker 2: dad was born in London, so I'm a massive football fan, 582 00:27:59,640 --> 00:28:01,840 Speaker 2: so I will say football. So I'm really excited for 583 00:28:01,840 --> 00:28:03,640 Speaker 2: the world couple them back. Last time it was here, 584 00:28:03,680 --> 00:28:06,600 Speaker 2: I was bartending and for Tgi Friday's bouncing around the 585 00:28:06,640 --> 00:28:09,880 Speaker 2: country to go to games. But the reality is this 586 00:28:09,960 --> 00:28:12,080 Speaker 2: is a point in time where I think, you know, 587 00:28:12,200 --> 00:28:15,560 Speaker 2: soccer will have a moment. The Lay's brand and the 588 00:28:15,560 --> 00:28:18,480 Speaker 2: Freedo team or sponsors. We are not. Our friends in 589 00:28:18,480 --> 00:28:21,480 Speaker 2: Atlanta are, but but I think the culture of soccer, 590 00:28:21,920 --> 00:28:23,280 Speaker 2: the culture of getting together with. 591 00:28:23,240 --> 00:28:25,000 Speaker 1: Friends, it's going to change a lot in I think 592 00:28:25,000 --> 00:28:27,080 Speaker 1: it will. I think it will, states, I really do. 593 00:28:27,240 --> 00:28:30,000 Speaker 1: I think Truman and my grandson, who you've met, is 594 00:28:30,040 --> 00:28:34,760 Speaker 1: a soccer He's Liverpool fan, Yes, Liverpool, and he's now 595 00:28:35,040 --> 00:28:36,920 Speaker 1: a part owner of Swansea. 596 00:28:37,280 --> 00:28:40,600 Speaker 2: Oh I didn't know. Yes, that's great. Well, I'm an 597 00:28:40,640 --> 00:28:41,960 Speaker 2: Arsenal fan, so I know. 598 00:28:42,040 --> 00:28:46,240 Speaker 1: That your arch rivals. Yes, but it's so much fun, 599 00:28:46,320 --> 00:28:49,760 Speaker 1: and he's looking so forward to the to all the games, 600 00:28:49,800 --> 00:28:51,480 Speaker 1: and here in the United States. 601 00:28:51,400 --> 00:28:52,200 Speaker 2: It's going to be special. 602 00:28:52,280 --> 00:28:55,360 Speaker 1: I hope it's great. We have talked and covered so 603 00:28:55,520 --> 00:28:58,360 Speaker 1: much territory, and I thank you so much for your participation. 604 00:28:59,160 --> 00:29:01,440 Speaker 1: I have a few questions that I would like to 605 00:29:01,480 --> 00:29:05,320 Speaker 1: ask you. That's a silly lightning round. Okay, like them? 606 00:29:05,320 --> 00:29:09,480 Speaker 1: Oh good? Okay? To wrap up? Pepsi zero sugar or 607 00:29:09,520 --> 00:29:13,560 Speaker 1: puppy Pepsi zero sugar, Seahawks or Patriots. 608 00:29:14,040 --> 00:29:16,600 Speaker 2: I was born in Boston, so I'll support the Patriots, 609 00:29:16,640 --> 00:29:17,760 Speaker 2: even though I'm a Commanders fan. 610 00:29:19,240 --> 00:29:21,080 Speaker 1: Ben Affleck or Ben Stiller. 611 00:29:21,560 --> 00:29:23,640 Speaker 2: Ben Affleck, He's from Boston. 612 00:29:23,760 --> 00:29:27,120 Speaker 1: Biggest Super Bowl add mistake brands still. 613 00:29:26,880 --> 00:29:32,600 Speaker 2: Make not knowing your audience harder. 614 00:29:32,320 --> 00:29:35,160 Speaker 1: Job choosing the celebrity or choosing the song. 615 00:29:36,960 --> 00:29:39,720 Speaker 2: Oh the song song is critical. 616 00:29:40,480 --> 00:29:43,600 Speaker 1: Funniest super Bowl ad ever off the top of your. 617 00:29:43,520 --> 00:29:50,760 Speaker 2: Head, either Least Sap or Bud or the Pepsi ad 618 00:29:50,760 --> 00:29:52,400 Speaker 2: where the boy sucked himself into a. 619 00:29:52,400 --> 00:29:56,440 Speaker 1: Bottle brand you secretly wish you marketed. 620 00:29:57,680 --> 00:30:01,120 Speaker 2: Oh God, you may have stumped me. Let me come 621 00:30:01,160 --> 00:30:01,440 Speaker 2: back to that. 622 00:30:01,640 --> 00:30:04,480 Speaker 1: Okay, a Super Bowl ad that made you jealous. 623 00:30:06,320 --> 00:30:10,480 Speaker 2: Oh, I would say, you know, I actually I look 624 00:30:10,520 --> 00:30:13,320 Speaker 2: at the lays ad and the emotion that came with 625 00:30:13,400 --> 00:30:16,920 Speaker 2: that ad. It's hard. Certain brands can deliver emotion. I 626 00:30:16,960 --> 00:30:19,360 Speaker 2: deliver fun, and I've never got to work on superad 627 00:30:19,400 --> 00:30:21,160 Speaker 2: that was all emotion. If you saw last year, I 628 00:30:21,200 --> 00:30:23,280 Speaker 2: did seal as a seal. That was fun. 629 00:30:23,360 --> 00:30:24,120 Speaker 1: That was very fun. 630 00:30:24,160 --> 00:30:24,720 Speaker 2: That was fun. 631 00:30:25,560 --> 00:30:29,200 Speaker 1: Better for creativity big budget or tight constraints. 632 00:30:29,600 --> 00:30:33,560 Speaker 2: Tight constraints, I think actually you do more with the mass, 633 00:30:33,560 --> 00:30:35,040 Speaker 2: and it forces you to be more creative. 634 00:30:35,720 --> 00:30:39,440 Speaker 1: Finish this sentence. The future of Super Bowl ads is. 635 00:30:41,520 --> 00:30:44,080 Speaker 2: That they don't end after thirty seconds. 636 00:30:45,440 --> 00:30:47,320 Speaker 1: Dream celebrity for next year's. 637 00:30:47,120 --> 00:30:51,800 Speaker 2: Spot, Martha Stewart, I'll hold you do that. 638 00:30:53,240 --> 00:30:56,320 Speaker 1: Thank you so much. This has been so so incredibly 639 00:30:56,360 --> 00:30:59,400 Speaker 1: interesting and I think our audience will find it interesting 640 00:30:59,440 --> 00:31:03,000 Speaker 1: to learn more about the power of marketing. 641 00:31:03,400 --> 00:31:05,200 Speaker 2: Thanks Martha really appreciated great