PepsiCo Beverages, according to Amy Spiridakis, its vp/marketing and insights, is shifting its emphasis away from solely building brands as it also focuses on the pleasurable experiences its products can deliver.

“[For] the past two years, we’ve been on a journey, and definitely investing more and more time in how we develop empathy for the people who consume [Pepsi] – who we want to [and who already do] consume our brands.

“It’s looking beyond the data into the lives of people. How do we understand their motivations? Their emotions?”

Step one, Spiridakis told delegates at the Association of National Advertisers’ (ANA) 2019 Brand Activation Conference: “We purposely talk about them as people. They’re people; they’re not consumers.”

The challenge, she continued, is to take what those people might consider ordinary and, through the experience of consumption, upgrade such moments to “a much more extraordinary memory.