PepsiCo

Campaign Diaries

Global

PepsiCo “House of Brands”: the campaign that reveals why the company needs a Head of Culture above all

Brand: PepsiCo

Campaign: House of Brands

Source: https://infonegocios.biz/infomiami/pepsico-house-of-brands-la-campana-que-revela-por-que-su-empresa-necesita-un-head-of-culture-antes-que-nada-2

Goal: To enhance brand visibility and connection among multiple PepsiCo brands

Media: Video, Social Media

Summary: PepsiCo launched the global campaign "House of Brands" to address the lack of brand association beyond its flagship product. The campaign utilizes humor to acknowledge that many consumers are unaware of the parent company behind popular products like Doritos and Gatorade. It promotes collaboration among PepsiCo brands to create a unified identity and cultural relevance. This innovative approach requires a new role, the Head of Culture, to break down silos and foster collaboration among different brands.

Campaign Diaries

No Brand Diaries found.

Global

Five years in the making: How Publicis and PepsiCo plotted secret account switch

Brand: PepsiCo

Campaign: null

Source: https://www.campaignlive.co.uk/article/five-years-in-the-making-how-publicis-and-pepsico-plotted-secret-account-switch/43m5n1gqyv97swxbxxrvh93jwv

Goal: To change global media agency without a pitch.

Summary: The article discusses the strategic and secretive decision by PepsiCo to switch its global media agency to Publicis without undergoing a competitive pitch process. It highlights the rivalry and details behind this significant change in account management.

Campaign Diaries

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media agency switch PepsiCo Publicis

Global

PepsiCo transfers its global media strategy to Publicis, marking a hard blow for Omnicom

Brand: PepsiCo

Campaign: One PepsiCo

Source: https://www.adlatina.com/publicidad/pepsico-traslada-su-estrategia-global-de-medios-a-publicis-lo-que-supone-un-duro-golpe-para-omnicom

Goal: To provide more relevant connections with consumers and make smarter marketing decisions.

Media: media channels based on AI and data

Summary: PepsiCo has shifted its global media account worth $1.7 billion to Publicis Groupe, moving away from Omnicom after over 25 years. This transition aims to create a new media model integrating strategy, planning, activation, connected identity, and technology. The 'One PepsiCo' model will cover its entire product portfolio across more than 200 markets and is expected to enhance consumer connections and marketing decisions. PepsiCo is also undergoing a global review focused on AI-driven marketing capabilities.

Campaign Diaries

No Brand Diaries found.

AI in Marketing Media Strategy PepsiCo Publicis

Global

PepsiCo is conducting a review of AI-based marketing transformation

Brand: PepsiCo

Campaign: Global Marketing Transformation Review

Source: https://www.adlatina.com/publicidad/pepsico-esta-llevando-a-cabo-una-revisin-de-la-transformacin-del-marketing-basada-en-ia

Goal: To develop PepsiCo's AI capabilities for more effective marketing operations

Summary: PepsiCo is conducting a global review focused on transforming its marketing through artificial intelligence. Major agencies and consultants, including Omnicom, Accenture, Deloitte, and Publicis Groupe, have been invited to submit proposals. The review aims to enhance PepsiCo's AI capabilities and improve the efficiency of its marketing operations.

Campaign Diaries

No Brand Diaries found.

AI transformation consultancy proposals marketing efficiency

Mexico

Preview: Zurda Mexico and PepsiCo Launch ‘PopCorners’ to Celebrate the Evolution of Enjoying Popcorn

Brand: PepsiCo

Campaign: PopCorners

Source: https://www.adlatina.com/publicidad/preestreno-zurda-mxico-y-pepsico-lanzan-popcorners-para-celebrar-la-evolucin-de-la-experiencia-de-disfrutar-palomitas

Goal: To demonstrate that even well-known products can be reinvented and connect with consumers seeking unique experiences.

Claim: Even the most familiar can be reinvented.

Summary: Zurda México has launched a campaign for PepsiCo's new product, PopCorners, emphasizing the triangular shape of the snack as a symbol of innovation. The campaign seeks to challenge traditional perceptions of popcorn and connect with consumers looking for distinct and exciting options. The production combined traditional techniques and modern technology to create a visually ambitious piece.

Campaign Diaries

No Brand Diaries found.

innovation snack marketing

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.

Campaign Diaries

No Brand Diaries found.

consumer experience FIFA World Cup marketing sponsorship