Inside Insights · 2026-02-02 · 45 min
Most brands treat Super Bowl advertising like a single moment instead of a strategic system. Mark Kirkham, CMO of PepsiCo Beverages US, and Greg Guidotti, CMO of Ferrara Candy Company, reveal how winning Super Bowl campaigns actually work. The process starts months before kickoff with clear business objectives, not just creative buzz. They share the "make simple special" framework that drives real growth, the consumer insights that give teams confidence to be bold, and why the best Super Bowl advertising connects to year-round brand strategy rather than chasing viral moments. See Privacy Policy at and California Privacy Notice at .
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