How PepsiCo focuses on experiences to enhance appeal beyond brand scale

PepsiCo Beverages, the drinks unit of the fast moving consumer goods manufacturer, has tapped into the power of experiences as a means of deepening consumer engagement.

PepsiCo Beverages, according to Amy Spiridakis, its vp/marketing and insights, is shifting its emphasis away from solely building brands as it also focuses on the pleasurable experiences its products can deliver.

“[For] the past two years, we’ve been on a journey, and definitely investing more and more time in how we develop empathy for the people who consume [Pepsi] – who we want to [and who already do] consume our brands.

“It’s looking beyond the data into the lives of people. How do we understand their motivations? Their emotions?”

Step one, Spiridakis told delegates at the Association of National Advertisers’...

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