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Pepsi's marketing chief moves on

Posted by: Diane Brady on July 6, 2008

When is the last time you heard about an exciting innovation at Pepsi? Sierra Mist is old hat, as is Mountain Dew Code Red. Now, the woman who rose to become chief marketing officer on the strength of those successes is moving on.

Cie Nicholson is leaving the beverage giant, according to a report in Ad Age. Interestingly, Tom Pirko of industry consultancy Bevmark says Nicholson “put herself in a position where she took on a lot of responsibility. Whatever she did, she didn’t get enough done.” Pirko, for one, describes Pepsi’s current condition as a malaise.

No successor has yet been named. But whoever replaces her faces some daunting challenges. Ad spending at parent PepsiCo declined 1.2% last year and, according to Ad Age’s Leading National Advertisers report, market share declined for Pepsi, Mountain Dew and Tropicana (Gatorade was flat).



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