PepsiCo Bets Brett Can Dew for Gatorade

Published in CSP Daily News

Taps Mountain Dew exec for sports drink brand

Brett O'Brien

CHICAGO -- PepsiCo Inc. has named Brett O'Brien to lead Chicago-based sports drink brand Gatorade as senior vice president and general manager, reported AdAge.com, citing an internal memo.

Most recently, O'Brien served as vice president marketing for Mountain Dew, Flavors and Amp Energy. He fills the role vacated by Sarah Robb O'Hagan, who left the company in August ( click here for previous CSP Daily News coverage).

In selecting O'Brien, the company is entrusting its sports-nutrition behemoth to a seasoned marketer who has had tremendous success in positioning Mountain Dew as a digital innovator and favorite of Millennials, said the report.

"Brett is a tremendous leader whose efforts have led to incredible results for our business -- particularly on Mountain Dew, the No. 1 flavored CSD [carbonated soft drink] in the United States," wrote Debra Crew, president PepsiCo Americas Beverages, in the memo obtained by Ad Age. "Under Brett's guidance, the Dew team has taken the brand's legacy of fan engagement to new levels and partnered with athletes in groundbreaking ways."

O'Brien joined PepsiCo in 2000 and has held a variety of roles in the Pepsi marketing organization. Prior to joining the beverage and snack giant, he spent four years with Advantage International Sports Marketing, now Octagon Sports.

Purchase, N.Y.-based PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Its main businesses are Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola.