255: Marketing Water Plus Purpose in Action with PepsiCo’s Zach Harris

Marketing Today with Alan Hart

On this 255th episode of Marketing Today, Alan Hart talks to Zach Harris, VP of Marketing for the Water Portfolio at PepsiCo Beverages, North America. Throughout the episode, Alan and Zach discuss how to brand water, their new launch of bubly bounce, and their other products like LIFEWTR and Aquafina.

The conversation starts with Zach describing his career at PepsiCo, a company he's been at since he graduated college. He says these experiences have taught him that the role of a brand is really to keep the consumer “at the center of everything you do.” Because without it, you won't gain brand loyalty.

From there Alan and Zach go deep into what it means to have purpose, both in your job and as a company, and how being a visible example of leadership is what ties a community together.

In this episode, you'll learn:

• Why an informal network is important for your career growth
• Why you should be a visible example of leadership in your community
• How to build trust among your customers
• How to market a portfolio of products
• What it truly means to have purpose behind your brand

Key Highlights:

• [01:20] How Zach found his way to marketing in a family of doctors
• [04:03] Why Zach has been at PepsiCo for his entire career
• [06:34] Zach's different cross-functional experiences
• [07:40] How different experiences have prepared Zach for his current role
• [09:30] Zach's passion for mentorship
• [12:33] Being a visible leader in your community
• [15:15] How to market and brand water
• [17:52] What Zach thinks about when marketing the water portfolio
• [20:08] The branding of the LIFEWTR bottle
• [22:18] How Zach thinks about purpose-driven marketing
• [26:45] Driving sales with brand loyalty
• [27:30] The launch of bubly bounce with Michael Buble´
• [32:25] An experience that defines Zach, made him who he is today
• [36:57] Zach's advice for his younger self
• [41:05] A recent impactful purchase Zach made
• [43:30] The brands, companies, and causes Zach follows
• [47:05] What Zach says is the biggest threat and opportunity for marketers today

Resources Mentioned:

• PepsiCo
• Water Portfolio – bubly, LIFEWTR, Aquafina
• Diversity and Engagement at PepsiCo
• Sharon High School in Sharon, MA
• Party City | Marketing Today Episode with Party City CMO
• Co-star Astrology App
• Masterclass

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