Pepsi Turns Up Star Power

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Name: Stacy Reichert

Age: 41

Who she is: Director of marketing for Pepsi, Pepsi Twist, Wild Cherry Pepsi at Pepsi-Cola North America, Purchase, NY

Where she's from: Reichert is starting her 13th year at Pepsi, where she has served in a variety of roles including channel strategy and field marketing. She was the Diet Pepsi director of marketing before assuming her current role in July 2002. Prior to Pepsi, she worked at companies including Reckitt & Colman and Baxter.

%%PULLQUOTE_RIGHT%% What she's done: Reichert was at the center of "Pepsi Smash," a six-episode "wall-to-wall music series" this past summer, which was a Pepsi and WB network co-production. "There was no product placement in ['Pepsi Smash'], which is unheard of. It felt subtle and hip and non-invasive." "Play For A Billion" is Pepsi's other branded venture on The WB. Airing Sunday, Sept. 14, "this represents the most fully integrated program we've done," according to Reichert. The national promotion culminating in a two-hour TV special is "a title sponsorship but with a fairly complicated deal structure."

What's next: "Ideas and offerings out there are limitless. It is a mutual pursuit. We're searching each other out and that will continue. The value [entertainment providers] see in Pepsi is the millions of exposures we can give across a broad consumer base."

Stock in Trade: "One of Pepsi's biggest strengths is our aggressive pursuit of the next big idea. We look to do things that are unprecedented."

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