PepsiCo: Marketing in the context of the consumer

Geoffrey Precourt

Manoj Fenelon, director of foresight for PepsiCo's Global Beverage Group, works out of the same office as Mauro Porcini, the company's chief design officer and a recent recruit from 3M.

Their conversation started one morning with an observation from Porcini: "I have this great idea; I think all of our billboards have to be useful, somehow, in the world."

Fenelon replied, "Brilliant. But I don't know how we're going to do it."

In fact, Fenelon told the Future of Consumer Intelligence (FOCI) conference – organized by the Institute for International Research and held in Los Angeles – there is at least one brilliant and useful billboard. And it is to be found in Peru.

More specifically, it is located in an area where water is scare and institutions like the University of Engineering and Technology of Peru (UTEC) have trouble getting the attention of prospective students. It's a place where it almost never rains, but the atmospheric humidity is close to 98%.