PepsiCo has placed great emphasis on nutrition and helping people live healthier lives. And much like the myriad products produced by the world's second-largest food and beverage company, that mandate is heavily visible in its messaging. As CCO, Julie Hamp sees to that.
However, Diet Coke surpassed Pepsi earlier this year as the second-most popular soft drink in the US, a new and unprecedented challenge for both the company and Hamp.
Fortunately, Hamp is a creative spirit who continues to adapt modern technology to a traditional appreciation of telling an impactful story. In 2010, she was a driving force behind Pepsi-Co's noteworthy decision to eschew Super Bowl ads in favor of its "Pepsi Refresh" CSR campaign. And she continues to be a social media champion, fueled by the belief that companies benefit greatly by using real consumer feedback obtained through digital channels to help inform decisions.