Pepsi Refresh: a bottom-up marketing strategy for 2010

This article reports on the presentation of PepsiCo's Frank Cooper III, svp/chief consumer engagement officer, to the Interactive Advertising Bureau's Annual Leadership conference, in which he describes the company's marketing plans for 2010.

Pepsi Refresh: a bottom-up marketing strategy for 2010

Geoffrey PrecourtWarc

To explain PepsiCo's marketing plans for 2010, Frank Cooper III, the company's svp/chief consumer engagement officer, stepped back to a 1999 Keanu Reeves movie.

The dramatic tension...

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