PepsiCo's Mark Kirkham says making the "simple special" drives results
In an interview at the 2026 Cannes Lions Festival, Mark Kirkham, CMO at PepsiCo US, said simple ideas like the Pepsi Challenge are still effective.
"To be successful as a CMO today, you've got to keep it simple," said Mark Kirkham, CMO of PepsiCo, in an interview at the 2026 Cannes Lions.
Kirkham cited the over 50-year-old "Pepsi Challenge" as an example of a straightforward, creative idea that hasn't lost its potency. "It's essentially a sampling activation," Kirkham said. "Sampling is a powerful, simple tool to put can-in-hand and brand-in-hand, and get people to try your product in a different way."
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