School your customers

Tamara E. Holmes

Discusses how a campaign to educate customers (e.g. about nutritional matters, health or home furnishing) can help to build brand loyalty.

School your customers

Tamara E. Holmes

Two years ago, in a bit of a marketing gamble, PepsiCo launched a massive campaign that would place it in the role of educator. Recognizing that Americans were becoming increasingly interested in health and wellness, the Purchase, N.Y.–based company began masking its product pitches with more instructive information on the benefits of nutritious foods. The program, called Smart Spot, was designed to help consumers choose healthier products while it subtly promoted PepsiCo-produced foods and beverages that met certain nutritional guidelines.

Today, more than 250 PepsiCo products sport a green Smart Spot stamp, which shows...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands