Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

The Silent War for the Palate: Packaging and Experiences Become the Trenches of Alcoholic Beverages

Campaign: Moët Serve

Source: https://infonegocios.biz/infomiami/la-guerra-silenciosa-por-el-paladar-packaging-y-experiencias-se-convierten-en-la-trinchera-de-las-bebidas-alcoholicas-2

Goal: Enhance consumption experiences

Claim: Selling a drinkable tennis ball tube

Summary: The article discusses how premium alcohol brands like Moët & Chandon are evolving from merely selling status to enhancing consumer experiences, especially in the competitive landscape against alternatives like TikTok and unique beverage trends. The Moët Serve campaign exemplifies this shift by integrating sports themes into the luxury market, thus offering a memorable sensory experience.

Global

Jonnie Cahill from PepsiCo on How to Modernize Sponsorships and Increase Fan Engagement

Brand: PepsiCo

Campaign: Lay’s FIFA World Cup Initiatives

Source: https://www.adlatina.com/publicidad/cmo-modernizar-los-patrocinios-y-aumentar-la-participacin-de-los-fans-con-jonnie-cahill-de-pepsico

Goal: Enhance consumer experience through brand sponsorships

Media: WhatsApp and group viewing activities

Summary: Jonnie Cahill, the Chief Marketing Officer of PepsiCo International Foods, discusses in an Ad Age podcast how the brand is modernizing its sponsorships. He emphasizes the importance of improving consumer experience, particularly through Lay's initiatives during the FIFA World Cup, which included innovative group viewing events and a WhatsApp experience. Cahill also shares insights on balancing brand evolution with maintaining core brand values.

consumer experience FIFA World Cup marketing sponsorship