Tag

Coca-Cola

Pepsi's Reinvention Machine: Four Decades of Built-In Adaptation

PepsiCo built a system for change four decades ago. Four reinvention rules — retire and replace, portfolio over brand, cohort over flavor, snack-funded experimentation — that have kept the company adapting faster than its category.

EPR Editorial Team · Jun 3, 2026

Marketing

PepsiMoji Was a Decade Ahead: Pepsi's Bet on Symbol Communication

Look at PepsiMoji today and the original criticism still holds — generic emoji, weak branding, five-second spots that disappeared. The execution was flawed. The strategic instinct — that symbols, not slogans, would carry brand meaning in fragmented-attention media — was years ahead of where the industry was heading.

EPR Editorial Team · Jun 3, 2026