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Pepsico, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




PepsiCo's UK & Ireland head office is based in Theale in Berkshshire. PepsiCo UK & Ireland is home to market leading brands Quaker, Walkers, Pepsi and Tropicana. The company employs approximately 5,000 people across 13 UK sites; from Walkers in Leicester to Copella in Boxford and Quaker in Cupar. Britvic produces and distributes the company's soft drinks in the UK and Ireland.

Main Telephone 0118 916 0000
Main Fax
Primary Address
450 South Oak Way
Greenpark
Reading , Berkshire RG2 6UW
England

Pepsico, Inc. Contacts

Contacts (5/29)
Name Title City
Kathryn S. Vice President, Marketing - Europe Berkshire
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 0118 916 0000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 450 South Oak Way
Greenpark
Reading , Berkshire
RG2 6UW
England

Tim W. Vice President, Insights & Analytics - Western Europe & Sub-Saharan Africa Berkshire
Richard C. Insights Business Partner Berkshire
Thomas B. Marketing Director - Snacks Berkshire
Sarah S. External Communications Director Berkshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Pepsico *****
Pepsi Max *******
Mountain Dew *******
Tropicana Trop 50 *
Pepsico Drinks **

Agency Relationships


Brand Agency Service From To
******* *** ** Media Buying, Media Planning unknown present
**** ***** *** ** Media Buying, Media Planning unknown present
******* *** ** Media Buying, Media Planning unknown present
******** *** *** ** Media Buying, Media Planning unknown present
******** *** ****** **** ******* **** Creative unknown present

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Still Vulnerable: Pepsico Lipton's iced tea brand Pure Leaf appoints Europe marketing director


Subject: FMCG, Soda, Beverage, Outdoor, Radio, TV, Digital, Press, Social Media, Cinema, GenX, Gen Y, Millennial, Women

Brand: Pepsi Lipton Joint Venture is an obvious partnership between Unilever, that includes the premium ready-to-drink iced tea brand, Pure Leaf.

Update (19 Sept.): Appointed Mr Simon Breckon as the senior marketing director for Western Europe and sub sahara Africa. He'll be responsible for marketing and portfolio management, reporting to Global Marketing Director Duncan McKay.

His experience in marketing for major brands Bacardi, will certainly come in handy with this venture. His specialties include international marketing and comms, sponsorship, consumer behaviour and strategy. Ultimately, the joint venture is continuing to build its marketing infrastructure and is developing strategy. Plan for major moves by early 2017.

The following information was originally published 10 Aug

Opportunity:  Promoted Mr Duncan McKay as global marketing director for this rapidly growing partnership. The joint venture has seen success lately, with sales of its Pure Leaf Tea House Collection up by 10 per cent after its February launch.

Just Lipton's overall sales growth and cited the launch of the expertly crafted tea blend as the reason. ATL and digital sellers should reach out to Mr McKay soon to see who the corporate partnership will choose from its ample collection of agencies. (Listed below) Pitch high ROIs from millennial women emphasis.

Interestingly, Mr McKay has extensive experience working for both consumer giants: most recently with PepsiCo where he climbed to senior group marketing manager for Grains UK, as well as for several Unilever brands. Agencies should keep watch within the next few months and prep for pitching around early 2017. Note, the market is steep. Competitors are planning launching globally so this leaves little time for Pure Leaf to sit on the shelves idly .

Additional Information

Experience: As mentioned earlier, Mr McKay has vast knowledge from working for both Pepsico (joining in 2012) and Unilever (from 2004-2010). He's often held management and director positions for companies, usually hopping from brand to brand within each. He's also worked for L'Oreal and INSEAD and his specialties include marketing research and strategy, brand development and management, and customer insight and FMCGs.

Media Spend: Last year, Pepsico spent over £9.2m on TV, cinema and Press with some devoted to digital and radio. Q1 and Q4 are peak spending seasons and keep in mind, 2016 is seeing similar spending with an increase in press and digital.

In 2014 Lipton spent close to £491k on media, primarily across outdoor and radio, with some devoted to digital and press. Peak spending season occurs in Q2 as it’s refreshing in the summer. Last year followed similar channels, with less put towards radio and digital. Sponsorship is a winner as well with Jose Mourinho recently adding Lipton Ice Tea to his list of endorsements. 

Digital Breakdown: In the last 12 months, Pepsico ran 315 standard ads on 758 publishers, according to Moat. 82 per cent were placed site direct versus programmatically and top publishers include walmart.com, uefa.com, theonion.com amd clickhole.com. 40 high impact ads and 114 video ads were also run during this time. This is a drastic increase from year-to-date 2014 when only 115 standard ads were run on 128 publishers (5% moblie).

Last year, Lipton ran 18 display ads on 16 publishers last year (6% mobile). Top ad destinations included uludagsozluk.com, hurriyetdailynews.com, target.com and liputan6.com (82% placed site direct versus programmatically). The company also ran 42 high impact ads and four video ads. Meanwhile, Lipton’s Pure Leaf ran five display ads on two publishers, food52.com, and globalnews.ca, in 2015. Top publishing categories include food and drink and shopping, and peak season occurs in Q2-Q3. 

Target Market: In the past, the brand has appealed to Gen X, Y and millennial women.

Competitors: Include soda brands like Sparkling Ice, Clipper Teas

Agency Roster:  & Eve/DDB currently handles creative for all Lipton Teas.

Pepsico, Inc.
450 South Oak Way
Greenpark
Reading Berkshire RG2 6UW,
T: 0118 916 0000

Lipton Tea
Unilever House
​Springfield Drive, Leatherhead, Surrey KT22 7GR, 01372 945 000

Mr Simon Breckon
Western Europe & Sub Sahara Africa Senior Marketing Director
simon.breckon@pepsico.com

Mr Duncan McKay
Global Marketing Director - Pepsi Lipton Joint Venture
duncan.mckay@pepsico.com