In this episode, Laura Halliday and co-host Adam Rowles are joined by Nick Graham, an esteemed leader with senior roles at PepsiCo North America and Mondelēz.
Nick shares his expertise on how iconic brands like Pepsi and Cadbury have adapted their strategies to stay relevant in a fast-changing world. They explore the power of nostalgia, storytelling, and emotional connection in creating meaningful campaigns that resonate with audiences.
Hear how Nick helped Pepsi rediscover its “timeless spirit” tapping into nostalgia that so many people can connect with such as in the 1980s-inspired logo redesign. Then with Cadburys, hear how the ‘Cadbury’s Gorilla’ ad was a “lightning in a bottle” moment that shaped expectations for subsequent campaigns and how they embraced the value of generosity to reshape its marketing.
Nick also reflects on the evolving role of consumer insights in today’s AI-driven landscape and why human connection remains at the heart of great marketing.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
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This is an 18Sixty production for The Forge.
Links:
Paula Hamilton VW ad 1987: https://www.youtube.com/watch?v=gKQIUJOr1GA
VW ‘Gas station’ ad 1996: https://www.youtube.com/watch?v=lso-fQIR_M8
John Lewis, ‘Always a Woman’: https://www.youtube.com/watch?v=jYOsWWKHZVw
