How PepsiCo focuses on experiences to enhance appeal beyond brand scale

PepsiCo Beverages, the drinks unit of the fast moving consumer goods manufacturer, has tapped into the power of experiences as a means of deepening consumer engagement.

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&rs

“It’s not for everything, but for some occasions, it really can delight our consumers. Specifically, we think about those occasions and those places where cola has the right to win. We think about away from home; when we think about restaurants, cruise ships, and hotels, cola is huge. It’s actually the number-one beverage consumed in those channels. Heavy users: they are enjoying 49 occasions of cola per month.” Other key away from statistics elucidate this point, as cola is:

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