In a chat recorded at Cannes, PepsiCo Beverages U.S. CMO Mark Kirkham made one thing clear: stagnation isn’t an option in the beverage world. “Innovate or die” isn’t just a catchphrase—it’s the guiding principle behind moves like the recent acquisition of prebiotic soda brand Poppi. Kirkham sees innovation not just in chasing new trends, but in how PepsiCo balances flagship brands like Gatorade and Mountain Dew with up-and-comers, maintaining relevance without losing the plot.
PepsiCo’s approach to building talent rivals its product lineup. Kirkham calls on marketers to think about legacy—not in a sentimental way, but as a metric: what did you actually build? That mindset drives a culture of experimentation, with teams encouraged to test, fail, and test again. It’s a pretty candid look at how PepsiCo remains a “marketing talent factory” amid constant change.
The company’s AI strategy bucks the trend of outsourcing. Instead, Kirkham argues for building internal muscle first—investing in talent that can wield the tools effectively, rather than letting the tools do all the thinking. It’s a distinction many brands miss and one that shapes PepsiCo’s capability strategy.
Full story and podcast episode at AdWeek.