Pepsi Co's New Formula Part 1

How Roger Enrico is remaking the company...and himself

On a recent wintry evening, Roger A. Enrico is in front of 50 of his company's most talented executives. They are at PepsiCo's headquarters in Purchase, N.Y., a massive campus dotted with sculptures by Alexander Calder and Henry Moore, to hear one of the last great warriors of the cola wars. Enrico, 55, who once wanted to be an actor, understands that great marketing is pure theater. In his 29 years at PepsiCo, he has staged some of marketing's most spectacular productions.

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