Blog: Andy MortonPepsiCo wakes up and smells the latte

Andy Morton | 20 January 2016

With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, slipped under the radar.

In the short talk, Kaufman discusses the role Pepsi plays in our new sugar-aware world, how the pace of change in the beverage industry has quickened and what we can expect from the Pepsi-sponsored Super Bowl half-time show next month (a dip into the past, present and future, apparently).

Though Kaufman has only been in the post three months, he already talks like a CMO. There is a lot about “journeys” and two references to a “pop-culture moment”, whatever that might be. He also revealed the new coffee-themed buzzword in the PepsiCo marketing department - latte.

It stands for local, authentic, transparent, traceable and ethical and, according to Kaufman, this is what consumers now want from their products.

This, of course, has been the watchword for a few years in the spirits market and is only now - as consumers ditch CSDs over health fears - making the jump into soft drinks. Still, it's better latte than never, PepsiCo.

Watch the video here to find out more


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