PepsiCo, the multinational food and beverage corporation, recently announced the appointment of Mark Kirkham as the Chief Marketing Officer (CMO) of U.S. beverages, effective April 7. This move comes as part of a strategic reshuffling within the company, with Kirkham taking over from Greg Lyons, who has held the position for several years but is now leaving PepsiCo to pursue other opportunities. Kirkham, who brings over 14 years of experience with the company, previously served as the Senior Vice President of Sparkling Beverages for PepsiCo North America before his promotion to the CMO role.
In a statement regarding Kirkham’s promotion, Ram Krishnan, CEO of PepsiCo Beverages U.S., praised Kirkham’s innovative approach to marketing and storytelling, highlighting his success in leading international initiatives to accelerate zero sugar products and expand the company’s beverage portfolio to meet evolving consumer needs. Kirkham’s track record includes successful rebranding efforts for Pepsi in international markets and spearheading campaigns for the brand’s zero-sugar offerings, demonstrating his expertise in the better-for-you beverage space.
PepsiCo’s strategic focus on health-conscious products is further underscored by its recent acquisition of prebiotic soda brand Poppi for nearly $2 billion. This move aligns with the growing trend of health-focused beverages targeted at Gen Z and millennial consumers. The prebiotic soda market is projected to reach $3.5 billion by 2032, indicating significant growth potential in the sector. The handling of the Poppi brand post-acquisition will likely influence PepsiCo’s marketing strategies moving forward.
The beverage industry, like many others, faces challenges such as shifting consumer preferences and economic uncertainties. PepsiCo’s recent financial reports show a decline in demand for snacks and beverages in North America in Q4 2024, despite a modest increase in organic revenue for the same period. To address these challenges, PepsiCo has embarked on a visual refresh and repositioning campaign for Mountain Dew, emphasizing “energizing refreshment” and introducing a new brand character, the Mountain Dude, as part of its marketing efforts.
Overall, the appointment of Mark Kirkham as CMO of U.S. beverages signals PepsiCo’s commitment to innovation and growth in the competitive beverage market. With a focus on consumer trends, health-conscious products, and strategic marketing initiatives, PepsiCo aims to stay ahead of the curve and drive success in the ever-evolving food and beverage industry.
