Louis DeCosmo

Louis DeCosmo is the Director of Brand Communications for Mountain Dew and Starry at PepsiCo. His role involves overseeing communication strategies and brand messaging for these popular beverage lines.

Professional Background::

• DeCosmo has a significant background in marketing and brand management, particularly within the beverage industry.
• He has been instrumental in launching Starry, a new lemon-lime soda that replaced Sierra Mist in January 2023, aimed at capturing market share from competitors like Sprite and 7 Up.123

Starry's Launch::

• Under his direction, the Starry brand was developed to appeal to Generation Z, featuring a vibrant marketing campaign and a focus on social media engagement.24
• The drink is marketed as caffeine-free and comes in both regular and zero-sugar varieties, highlighting its appeal to health-conscious consumers.35

Industry Impact::

• Starry has quickly gained attention in the beverage market, being noted as one of the fastest-growing brands among U.S. adults shortly after its launch.6

DeCosmo's expertise in brand communications is crucial for PepsiCo as it navigates competitive challenges in the soft drink market.