PepsiCo, the food and beverage giant, is successfully leveraging digital data as it creates new products that meet emerging consumer needs.

Why it matters

With consumers making heightened use of digital channels for shopping, communications, entertainment and work, brands have access to a growing amount of data that can inform their decision-making. Reacting at speed as new insights emerge is the critical next step.

Takeaways

• Based on insights showing a heightened interest in immunity during the COVID-19 pandemic, PepsiCo launched relevant beverages from its Propel and MTN Dew brands.
• As consumers often struggled to wind down after spending hours in...