Global Branding, Local Impact: PepsiCo’s Mark Kirkham on Driving Consumer Engagement Worldwide
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Mark shares how PepsiCo leverages AI to enhance consumer engagement, the importance of maintaining brand relevance, and the challenges behind balancing global consistency with local adaptation.
“The day I stop learning is the day I stop being a marketer. As a marketer, you should be fundamentally curious and always be looking to understand your consumer better." - Mark Kirkham
PepsiCo, a global leader in the food and beverage industry, has continually adapted to the ever-changing consumer landscape. With a vast portfolio of iconic brands like Pepsi, Gatorade, and Mountain Dew, PepsiCo navigates the complexities of global markets while staying true to its core values. In this episode, we explore how PepsiCo’s commitment to innovation and consumer relevance is driving the future of marketing. Mark Kirkham, PepsiCo’s SVP & Chief Marketing Officer for International Beverages, offers a deep dive into how the company leverages data, technology, and human insights to maintain its competitive edge in a rapidly evolving world.
Mark Kirkham brings over two decades of experience in the consumer goods industry, having held significant roles at Gillette and Procter & Gamble before joining PepsiCo. Since 2010, Mark has been instrumental in driving innovation and brand relevance across PepsiCo's international beverage portfolio. His extensive background has made him a key leader in shaping PepsiCo's strategic direction in an increasingly digital and data-driven world.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Navigating the Complexity of Brand Relevance - The significance of brand relevance has only grown in today's multifaceted media environment. The way brands engage with consumers has evolved dramatically, making it more complex yet vital to stay relevant. The challenge lies in maintaining strong connections amid the clutter of various communication channels. For PepsiCo, continuous adaptation and innovation are key to keeping their brands at the forefront of consumers' minds.
Mastering Social Media and Influencer Strategies at Scale - PepsiCo has successfully scaled its social media and influencer marketing efforts globally. Mark reflects on the company's journey from observing smaller brands dominate these platforms to leveraging PepsiCo's extensive resources to compete effectively. By integrating sophisticated data systems, PepsiCo can craft tailored content that resonates with regional and global audiences.
Leveraging Data and AI for Scalable Personalization - By integrating first-party data with third-party and partner insights, PepsiCo develops detailed consumer profiles that inform targeted, meaningful messaging. PepsiCo is using AI and avatars to create immersive brand experiences, such as Gatorade's AI-powered avatar that offers personalized advice to athletes. For instance, the Gatorade brand leverages data to provide athletes with personalized product recommendations tailored to their needs and workout routines. This approach demonstrates how data and AI can revolutionize consumer engagement and create personalized experiences on a large scale.
Blending Technology with Human Creativity in Brand Building - Mark emphasizes that while technology plays a crucial role in PepsiCo’s operations, the creativity and human insight behind it are what truly bring these innovations to life. The integration of technology should complement, not replace, the creative human elements that make brand interactions genuinely engaging and authentic.
Striking a Balance Between Global Consistency and Local Relevance - Mark highlights the delicate balance PepsiCo must maintain between global consistency and local market relevance. He uses the success of PepsiCo's zero-sugar beverages in Europe as an example, where strategic decisions to focus on specific product messaging led to market leadership. This experience underscores the importance of tailoring strategies to the unique dynamics of each market while upholding the core values of the global brand.
Listen to Mark Kirkham on The Speed of Culture podcast for insights into how PepsiCo stays ahead in a rapidly evolving F&B landscape.
