Cultural branding: PepsiCo's strategy for the 'multicultural mainstream'

This report from the ANA's Multicultural Marketing and Diversity Conference covers the keynote address of Simon Lowden, CMO of PepsiCo's Pepsi Bottling Co., who describes how the company now sees multicultural marketing as the new mainstream, and is calling it simply 'cultural branding'.

Cultural branding: PepsiCo's strategy for the 'multicultural mainstream'

Geoffrey PrecourtWarc

The message from PepsiCo seems to be a new mantra for major American marketers: "We are in the middle of a re-birth – a re-mission – to what we call...