PepsiCo's shopper strategy looks beyond millennials
Stephen WhitesideWarc
Bad news for marketers: millennials can't fuel growth for every item on the shelf.
True: they are a large and increasingly affluent demographic. Also true: many brands are fixated on them. But as Brian Walsh, senior director/shopper insights for North American Beverages at PepsiCo, reminded delegates at The Market Research Event (TMRE) – a conference held by the Institute for International Research (IIR), "We can't all go after millennials. We have to diversify."
PepsiCo – which makes brands including the full sweep of nearly-eponymous products as well as Mountain Dew, Gatorade,...