Last August, I was invited to speak at the HSM Global Marketing & Strategy Forum in São Paulo. The theme was H2OH!® by 7UP - "Putting the OH! Into The Boring World of Water" - a case study that I led while working on the PepsiCo International Marketing Team in Purchase, NY. The presentation shows how, through insights and disruptive strategic thinking, it was possible to develop an innovative product concept in the hyper-competitive world of beverages. H2OH!® is being marketed in several International markets like Malaysia, Vietnam, Portugal, Ireland, Mexico, Colombia, Argentina and it has become a marketing phenomenon in Brazil.
I had the privilege of speaking right after marketing guru W. Chan Kim co-author (with Renee Maugborgne) of best-seller The Blue Ocean Strategy. Meeting Prof. Kim after the event was a very special moment for me since H2Oh!® is an innovation that was inspired by Blue Ocean thinking.
Click here for coverage of the event.
It's interesting to see how people have become fascinated by the H2OH!® story. The case study and the presentation generated a lot of buzz within the business community. There were many follow-up invitations to retell the case at a number of different events. I was surprised to see an interest not only from consumer marketing companies but also from tech companies. I also had the opportunity to present the case at the IBM Forum Brasil.
Exame Magazine - Brazil's premier business publication - published a two-page article following the HSM Forum. Click here to read the article. Now that I'm working on the snacks/food side of the business, it's great to see the wonderful work on H2OH!® that the PepsiCo Brazil Beverage team is carrying out under the leadership of Gustavo Siemsen, Nora Mirazon and Ana Krainer.