On this 255th episode of Marketing Today, I speak with Zach Harris, vice president of marketing for the water portfolio at PepsiCo Beverages, North America. Throughout the episode, we discuss how to brand water, the new launch of bubly bounce, and PepsiCo’s other products like LIFEWTR and Aquafina. 

The conversation starts with Harris 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 Zach goes 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

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.