Katie Lacey, PepsiCo's Pepsi-Cola North America

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Katie Lacey is looking to give Pepsi-Cola an encore performance. As VP-marketing for colas at PepsiCo's Pepsi-Cola North America, she's steering the launch of the company's newest offering, Pepsi Blue, with hopes of emulating the raging success of another recent Pepsi hit: Mountain Dew's Code Red. Since joining the company in 1993, in addition to rolling out berry-flavor Pepsi Blue and helping introduce the blockbuster Aquafina bottled water nationally, Ms. Lacey has helped launch Pepsi One and Pepsi Twist, as well as the restaged Diet Pepsi.

She guides everything from brand strategy to advertising for all the colas, including Wild Cherry Pepsi and Pepsi-Cola (the U.S.' No. 2 soft drink).

Pre-Ms. Lacey, few of the company's colas were setting the world on fire. Now, they're rebounding thanks in part to the November launch of lemon-flavor Pepsi Twist. Unlike many marketers fearful that extensions will dilute their brands, Ms. Lacey, 36, is all for them.

"I'd worked in new products almost my entire time with PepsiCo," she says, "so it doesn't seem to me-in a world of increasing choices-that to line-extend and to offer new varieties should be risky."

A marathoner (New York last year in 4 hours, 15 minutes), Ms. Lacey was Pepsi-Cola's director of sports marketing for 2 1/2 years before taking on colas.

She was appointed to centralize sports marketing among the company's beverages.

She expanded Mountain Dew's Nascar sponsorship from a regional to a national effort, launched the first advertising with Major League Baseball, and underscored Pepsi-Cola's baseball sponsorship by signing stars Ken Griffey Jr. and Sammy Sosa to ads and promotions.

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