PepsiCo has renewed its commitment to marketing strategy consultancy Protagonist, despite a decade of ups and downs and the flagship Pepsi brand being stuck in third place after Coke and Diet Coke. Protagonist CEO Matti Leshem is spearheading a push for social-media-connected vending machines as part of Pepsi's broader shakeup of its bottle design and marketing. PepsiCo Vice President of Marketing Angelique Krembs said, "It always helps us to have a new take, particularly on some of our different challenges. [Protagonist] can turn a nugget into a big idea."
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