Word: enrico
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...know why. Over the past five years the Atlanta goliath has used Pepsi as a punching bag, kicking its can from Turkestan to Tallahassee and creating vast amounts of wealth for shareholders in the process. Who wouldn't want a foe like that? By the time Roger Enrico walked into the chief executive's suite at PepsiCo headquarters in Purchase, N.Y., three years ago, the company's performance had detached itself from its image as a vaunted marketing maverick that launched the cola wars in the '80s. The numbers tell all: in the U.S., Pepsi sells a single soda...
...Enrico the old cola warrior is rewriting the rules of engagement. When you see Pepsi advertising on the air, it will still be in Coke's face, although perhaps not as relentlessly as before. Take its "Joy of Cola" campaign, in which the cherubic Hallie Eisenberg lip-synchs voice-overs from celebrities--including Marlon Brando as Don Corleone--to demand Pepsi over you-know-what. Yet it's a much broader, less edgy approach than the company's Generation Next theme, whose message excluded much of the audience. The company has also launched a new beverage, Pepsi One, to keep...
...execute this plan, Enrico has recently completed a sweeping reorganization. In the past two years, he has pulled PepsiCo out of the restaurant business, jettisoning fast-food chains, including Pizza Hut, Taco Bell and Kentucky Fried Chicken, which had combined sales of $11 billion. The profits were tasty, but the capital required to build restaurants was giving Pepsi heartburn. Last month the company spun off its main $7 billion bottling operation into an independent public company, something Coke did years ago to create Coca-Cola Enterprises. The soda business actually has two components, the first of which, making and marketing...
...team headed by Italian physicist Enrico Fermi produces the first nuclear chain reaction...
...Italian national railroad. He discovered physics at 14, when he was left bereft by the death of his cherished older brother Giulio during minor throat surgery. Einstein characterized his own commitment to science as a flight from the I and the we to the it. Physics may have offered Enrico more consolatory certitudes than religion. Browsing through the bookstalls in Rome's Campo dei Fiori, the grieving boy found two antique volumes of elementary physics, carried them home and read them through, sometimes correcting the mathematics. Later, he told his older sister Maria that he had not even noticed they...