• Business Week, Friday, April 17, 2009 10:49 AM

In an in-depth look at Massimo F. d'Amore's attempt to reinvigorate PepsiCo's North American beverage business, marketing editor Burt Helm asks if the CEO of PepsiCo Americas Beverages has taken on too much at one time. For one thing, rather than cherry-picking his makeovers since his ascension 16 months ago, d'Amore is overhauling major franchises such as Pepsi, Gatorade, Tropicana and Mountain Dew all at the same time.

"He has put himself at the center of brand management -- hiring and firing ad agencies, helping conceive TV commercials, and even editing them," Helm writes. "His hands-on style has alienated veteran marketing executives, and since his arrival several have left. D'Amore concedes he may have bruised egos but says: 'We needed to implement this change fast.'"

D'Amore informally called his undertaking "The Big Bang," and the shakeup caused considerable sturm und drang at Pepsi headquarters. But the company says its surveys show consumers have become more positively disposed toward SoBe Lifewater, Pepsi, Sierra Mist, and Mountain Dew since their rebranding. Most promising, Pepsi has gained market share against Coca-Cola in the U.S., according to Beverage Digest (although private labels are gaining on both).

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