February 20, 2026
At the recent ADWEEK House: The Big Game fireside chat, Mark Kirkham, CMO of PepsiCo Beverages U.S., sat down with Ibotta CRO Chris Riedy to discuss how the world’s most iconic brands are rewriting the media playbook. Kirkham and Riedy emphasized that in today’s fragmented media landscape, broad brand awareness is only half the battle; the real win lies in bridging the gap between a commercial moment and a confirmed sale. By leveraging the Ibotta Performance Network (IPN), national brands can move beyond the "nostalgia trap" and use digital promotions as a strategic bridge, converting top-of-funnel cultural hype into a measurable, specific choice at the shelf.
The conversation further explores how the consumer journey is no longer a linear funnel, requiring brands to meet consumers where they shop to drive relevance and trial. By utilizing the Ibotta Performance Network, PepsiCo and other industry leaders are turning broad reach into measurable outcomes—shortening purchase cycles and defending brand loyalty against private label challengers.
To see the full breakdown of how the right value equation can turn a three-month seasonal window into a massive win, watch the full fireside chat in the video below.