Brew Markets PepsiCo’s Super Bowl Playbook & ELF’s Billion Dollar Beauty Bet
Feb 5, 2026
Mark Kirkham, PepsiCo Beverages US CMO, helps shape Super Bowl marketing and beverage innovation. He teases Pepsi’s Super Bowl playbook and why a polar bear and taste-first ads matter. He explains timing and scale of Super Bowl spend, Pepsi Zero Sugar’s momentum, and how big sports moments fuel global brand growth and new product rollouts.
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Rhode Boosts Sales But Masks Core Weaknesses
- e.l.f.'s acquisition of Rhode lifted guidance and could add up to $265M in net sales this year due to successful Sephora launches.
- The deal masked muted organic growth and tariff-driven margin pressure elsewhere in e.l.f.'s portfolio.
Margins Drive Market Reaction
- Gross margin remained strong at ~71% but fell ~30 basis points, partly from tariff costs tied to China imports.
- Despite the beat, e.l.f.'s shares fell as investors focused on margin drag and broader portfolio performance.
Treat Super Bowl As A Yearlong Kickoff
- Use the Super Bowl as a kickoff, not just a single splash, by aligning TV, trade, and year-round marketing.
- Continue investing behind the brand post-game to maintain momentum and drive growth.