Keurig Dr Pepper hires ex-Pfizer CMO to lead beverage marketing

In a move meant to accelerate its digital marketing initiatives, Keurig Dr Pepper has hired former Pfizer and Google marketer Drew Panayiotou as its chief marketing officer, U.S. refreshment beverages. Andrew Springate, who had served in that role for seven years, takes a new role leading industry and strategic initiatives and reporting directly to CEO Tim Cofer, Keurig Dr Pepper stated today. Panayiotou will oversee marketing for a $9 billion beverage portfolio including Dr Pepper, Canada Dry, Mott’s, A&W, Snapple, 7Up and Core Hydration. He resigned from Pfizer in July, saying in a LinkedIn post he wanted to spend more time with his family. See all of Ad Age’s 40 Under 40 honorees here During his brief and eventful tenure as global CMO of Pfizer, Panayiotou led a massive PR, media and creative review and bought a 2024 Super Bowl ad. He spearheaded the deployment of AI-driven content and media capabilities and developed a direct-to-consumer e-commerce engagement model to elevate how Pfizer reaches and serves patients, Keurig Dr Pepper shared in a statement. It also credited him with leading an innovative corporate brand campaign focused on fighting cancer. More from Ad Age: Read about Pfizer’s ad spending Panayiotou has varied experience, including prior roles as a brand manager for Canada Dry and VP of global marketing for the Sprite and Fanta brands with Coca-Cola Co. Before his role at Pfizer, he was CMO at Verily/Google Life Sciences, and earlier, was president and CEO of BBDO Atlanta and president of Red Wagon Ventures, the new business incubator at Chick-fil-A. He has also held senior marketing leadership roles at Best Buy and the Walt Disney Co. “As consumer-obsessed brand builders, KDP is embracing new ideas and cutting-edge technologies to connect and resonate with today’s audiences, and Drew will take this work to new heights,” stated Andrew Archambault, president, U.S. refreshment beverages at KDP. Panayiotou, who will report to Archambault, will also oversee all functions within the KDP’s enterprise-wide marketing centers of excellence, including insights and analytics, media and PR, marketing innovation, creative services and category management. Springate, whose work includes developing Dr Pepper’s popular “Fansville” franchise, will work with Panayiotou in the CMO role transition. “Andrew played a key role in elevating the marketing of Dr Pepper and contributing to the incredible growth trajectory of this iconic brand,” Archambault said. Dr Pepper under Springate’s marketing watch recently surpassed Pepsi in dollar share among soda brands. Ad Age named Dr Pepper to its America’s Hottest Brands list this year. See all of the Healthcare Marketing Impact Awards winners here

Keurig Dr Pepper hires ex-Pfizer CMO to lead beverage marketing

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