How PepsiCo Has Taken Risks with Influencer Marketing | Michael Smith 

Michael Smith is the Vice President of Flavored CSD Marketing at PepsiCo, leading the marketing for STARRY, bubly, and Mug. He has played a crucial role in developing the brand positioning and strategy for STARRY lemon and lime soda, who we started our partnership with earlier this year.
With nearly 13 years at PepsiCo, Michael is a true visionary in the beverage industry, continually introducing consumers to new sodas. He joined us at our beach takeover in Cannes to discuss his career journey and the impact of influencer marketing on the STARRY brand.
In this episode of Visionary Voices, Michael also shared…
✨ How coming from an agency background is beneficial in the role of a brand marketer
✨ The story behind PepsiCo’s decision to invest in Influencer Marketing, thanks to TikTok
✨ The challenges of developing a new brand in a saturated market filled with legacy competitors
Watch more Visionary Voices here: • Creating the first eve...
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