Marketing Expert Steve Spetnagel Tells Husson Students to Change “Fail” to “Fix”

Published on: September 17, 2025

Husson University kicked off the Fall 2025 Distinguished Business Speaker Series with longtime marketing executive Steve Spetnagel, whose work with companies like the Mead Corporation and Coca-Cola led to the creation of checkout line coolers for soda merchandising and the naming and marketing of Dasani water.

The in-conversation event was held Wednesday, Sept. 17 at The Gracie Theatre at Husson University with Dean Marie Hansen leading the conversation.

Spetnagel spoke about some of the highlights of his career, including expanding the visibility of Coca-Cola products beyond the main brand.

“There are always other ideas that you are passionate about. Some of them work and some of them don’t work … I was passionate at that point about trying to create displays that reach beyond the flagship brand of Coca-Cola,” said Spetnagel.

Spetnagel, who grew up in Cincinnati, Ohio, got his start in business as a teenager mowing lawns. He later attended Duke University, graduating in 1981. After going into sales for two years and realizing how much he disliked the industry, he attended Emory University in Atlanta, Georgia, where he obtained his MBA. During his first year at Emory, he took an internship with The Mead Corporation. He was later hired by Mead after graduating.

Working in the packaging department for Mead, Spetnagel made a number of connections with leaders in several industries, and was on the merchandising team behind many popular displays for big-name corporations. He was even behind the decision to make single-serve sodas available at grocery store checkouts, through what was called the “Fast Lane” initiative.

"We had deep pockets, and a small business division where your ideas were immediately heard," said Spetnagel.

In the mid-90s, Spetnagel was let go from Mead during a company downsize. The Coca-Cola company, one of his previous clients, was quick to offer him a new position overseeing all of Coca-Cola’s suppliers.

"The company that just laid me off now had to call to me,” said Spetnagel. “That was a fun phone call."

Spetnagel made use of the many connections he’d made during his work at Mead in his new position at Coca-Cola. He emphasized the importance of networking in any business, and made it clear that some of your greatest allies can be your peers.

“Don't only look at your parents, also look at your classmates," said Spetnagel. "Think of people in your own universe. They can be mentors, as well as friends.”

Failure was also an important aspect of Spetnagel’s career. He’s seen a fair amount of it throughout his life, especially during the campaign for Coca-Cola’s failed Mountain Dew competitor, Surge. 

“If you’re in marketing some of the losses stay with you longer and hurt more,” Spetnagel said. 

Spetnagel explained that while Surge didn’t last, the competition that it created in the marketplace created an opening for Coca-Cola to build its portfolio of brands, expanding its reach.

"Every time you hear the word fault, replace it with the word fix,” said Spetnagel. “Fault is a destructive, combative word. Fix is a teamworking, constructive word."

Today, Spetnagel invests in multiple creative ventures. As such, he’s harkening back to his grandfather, G. Pierce Webber, a philanthropist who gave a lot of support to Husson University and the greater Bangor region.

"We are a product of those who came before us,” said Spetnagel. “Their legacy is in who they leave behind."

— Rin Gately