After Fielding Biggest Consumer-Research Push in Decades, Brand Settles on 'Now' Global Positioning By: Natalie Zmuda, Published: May 07, 2012 Few people would suspect that what's inside an unmarked building some 30 miles north of New York could change the way consumers view a soda brand, even the entire cola category. But that's what Pepsi's ambitious, high-energy marketers are promising. This unassuming office park houses the Beverage Lab, and inside are the results of months of intense research. Pepsi execs [...]

