PepsiCo finds Latin American brand purpose with nutritional Quaker Oats

PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

Ricardo Pimenta, vp/general manager of nutrition for PepsiCo Latin America, spends two hours and 37 minutes on his personal phone each day.

That datapoint, delivered straight from Apple’s iOS, fed into another, more troubling realization: “Ask me how many commercial messages I personally remember from those two hours and 37 minutes, and I can tell you: None. And I’m a marketer,” he said.

Ricardo Pimenta, vp/general manager of nutrition, PepsiCo Latin America

“I remember nothing. The clutter is unimaginable. Advertising doesn’t compete with advertising. Advertising competes with political campaigns, fake news, my nephew’s picture, his puppy video.

“If you don’t...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands