PepsiCo: Marketing in the context of the consumer

This event report discusses how PepsiCo, the food and beverage corporation, is reframing the role of marketing, based on examples from Nike+ to innovative forms of outdoor advertising.

PepsiCo: Marketing in the context of the consumer

Geoffrey PrecourtWarc

Manoj Fenelon, director of foresight for PepsiCo's Global Beverage Group, works out of the same office as Mauro Porcini, the company's chief design officer and a recent recruit from 3M.

Their conversation started one morning with an observation from Porcini: "I have this great idea; I think all of our billboards have to be useful, somehow, in the world."

Fenelon replied, "Brilliant. But I don't know how we're going to do it."

In fact, Fenelon told the Future of Consumer Intelligence (FOCI) conference – organized by the Institute for...

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