I mentioned last week the troubles the Pepsi brand is having. Now comes the news that PepsiCo Chairman-CEO Indra Nooyi is going all out to reverse the downward market-share trend for the soft-drink maker.
In trying to rebuild North American carbonated-soft-drink volume that dropped 3%, PepsiCo Chairman-CEO Indra Nooyi said the company will embark on a sweeping revamp of “every aspect of the brand proposition for our key [carbonated-soft-drink] brands: how they look, how they’re packaged, how they will be merchandised on the shelves and how they connect with consumers.”
Pepsi’s long-time ad agency, BBDO, is being blamed for the brand’s troubles, but did anyone ever stop to think that Nooyi herself might be the problem. Her reference to the United States as the word’s middle finger during a 2005 commencement address at Columbia Business School certainly turned me off to the Pepsi brand.
