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Posts tagged with Pepsi Refresh

Pepsi's new brand challenge: Think small

According to Frank Cooper, Pepsi's SVP and chief consumer engagement officer, his company no longer wants to act like a big brand. The self-described "voice of a generation" isn't looking for its next celebrity spokesperson or major TV placement.

At TechCrunch Disrupt in New York, Cooper explained:

"Now the big brand story is: don't act like a big brand."

That directive could be harder than it looks.

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