Pepsi And Converse To Debate Strategy At MIDEM

CANNES, France (CelebrityAccess MediaWire) — Frank Cooper III, SVP Chief Consumer Engagement Officer of PepsiCo Americas Beverages and Geoff Cottrill, Chief Marketing Officer of Converse will make the scene at this year's MIDEM on January 25 as they host the "Images and Brands" conference. The focus of the conference will be a discussion of the two firms' respective music strategies with debate chair Rob Stone, co-CEO of the Cornerstone Agency, specialists in the association of brands and pop culture.

Although Pepsi and Converse are pursuing the same youth market, their strategies in terms of music are distinct. Since the development of rock and roll in the 1960's, Converse has built a strong brand following many music fans by associating itself with some of the biggest rock names in the industry. The "Connectivity" campaign, launched to celebrate the brand’s centenary, is the the latest of such marketing efforts example of this strategy. PepsiCo has invested in Green Label Sound, the label belonging to its Mountain Dew brand dedicated exclusively to singles available for free download.

This year will mark the 44th edition of the MIDEM conference which will be held in Cannes, France from January 24-27. This year will also be the first year that access to digital music conference Midemnet will be included in the base price of admission to MIDEM.

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