As a global conglomerate that owns popular brands like Pepsi, Mountain Dew, and Gatorade, PepsiCo has always strived to tap into culture, demonstrate its relevance to consumers’ lives, and engage them at their passion points. In an era where traditional marketing approaches are becoming less effective, PepsiCo is redefining its strategies to stay ahead of the curve. By leveraging key digital avenues and partnering with influential brands, PepsiCo is successfully activating culturally through original marketing campaigns. In this article, we will explore how PepsiCo is revolutionizing its marketing efforts to connect with consumers in a meaningful and impactful way.
The Changing Landscape of Brand Building
Gone are the days when high-profile campaigns led by celebrities like Michael Jackson and Beyonce were enough to build successful brands. Mark Kirkham, senior vice president and Chief Marketing Officer of international beverages for PepsiCo, acknowledges this shift and emphasizes the need for a new approach. According to Kirkham, “You cannot build brands the way we used to. Those are great, but that’s not how consumers interact with our brands today.” In today’s digital age, consumers crave authentic connections and experiences, and PepsiCo is adapting to meet these changing expectations.
Activating Culturally through Brand Partnerships
To create genuine connections with consumers, PepsiCo carefully selects brand partners that align with its core values and resonate with its target audience. By activating culturally through these partnerships, PepsiCo can create marketing campaigns that are not only original but also highly relatable. One such example is PepsiCo’s collaboration with EA Sports for the launch of FC 24, a soccer simulation game that replaces its long-standing partnership with FIFA.
Reinventing the Role of Sports Ambassadors
PepsiCo’s activation for FC 24 goes beyond the traditional approach of featuring sports star ambassadors. While the campaign still includes a promotional film featuring renowned soccer stars, such as Vini Jr., Leah Williamson, and Son Heung-min, it also offers consumers tangible value. By using “ingrained currencies,” PepsiCo allows players to unlock in-game rewards, such as Ultimate Team 75+ rated untradeable gold items. These rewards enable players to build formidable player line-ups within the game, enhancing their overall gaming experience.
Leveraging Rewards for Deeper Engagement
By incorporating rewards into the FC 24 campaign, PepsiCo aims to deepen consumer engagement and foster brand loyalty. The promotional cans and bottles not only provide access to in-game rewards but also offer other exciting perks, including Pepsi football kits, attractive stadium designs, and tifos. This multi-layered approach ensures that consumers feel rewarded for their loyalty and encourages them to continue engaging with PepsiCo’s brand ecosystem.
Building Long-Term Partnerships
The success of the FC 24 campaign is a testament to the long-term collaboration between PepsiCo and EA Sports. The two companies worked closely together for two years, leading up to the game’s rebranding and launch. This partnership allowed PepsiCo to contribute to the game’s development and integrate its brand seamlessly into the gaming experience. By aligning their goals and leveraging each other’s strengths, PepsiCo and EA Sports have created a mutually beneficial relationship that helps both brands tell their stories effectively.
Future Opportunities for Collaboration
Looking ahead, PepsiCo is eager to explore additional opportunities for collaboration with EA Sports and other partners. The immense popularity of gaming presents a unique avenue for brand promotion and engagement, and PepsiCo intends to capitalize on this trend. Kirkham reveals, “Within certain features of the game, you will literally be able to get a downloadable retro Pepsi shirt. You’ll be able to play with Lea Williamson, with Son [Heung-min], and in the near future, hopefully with some additional athletes as well.” By expanding its roster of brand ambassadors and offering exclusive in-game experiences, PepsiCo aims to keep consumers hooked and excited about the brand.
See first source: Adweek
Q1: How is PepsiCo adapting to the changing landscape of brand building?
A1: PepsiCo acknowledges that traditional marketing approaches are evolving. They are shifting towards creating authentic connections and experiences to meet consumers’ changing expectations in today’s digital age.
Q2: How does PepsiCo activate culturally through brand partnerships?
A2: PepsiCo carefully selects brand partners that align with its core values and target audience. By activating culturally through these partnerships, PepsiCo creates original and relatable marketing campaigns.
Q3: Can you provide an example of PepsiCo’s cultural activation through partnerships?
A3: Certainly. PepsiCo collaborated with EA Sports for the launch of FC 24, a soccer simulation game. This partnership replaced their long-standing partnership with FIFA and allowed PepsiCo to create a unique gaming experience.
Q4: How does PepsiCo engage consumers through the FC 24 campaign?
A4: PepsiCo’s FC 24 campaign incorporates rewards, such as in-game items and exclusive perks like football kits and stadium designs. These rewards deepen consumer engagement and foster brand loyalty.
Q5: What role do long-term partnerships play in PepsiCo’s marketing strategy?
A5: Long-term partnerships, like the one with EA Sports for FC 24, allow PepsiCo to integrate its brand seamlessly into experiences. Collaborative efforts over time help both brands effectively tell their stories.
Q6: What future opportunities for collaboration does PepsiCo envision?
A6: PepsiCo plans to explore more opportunities for collaboration with partners like EA Sports. They aim to expand their roster of brand ambassadors and offer exclusive in-game experiences to keep consumers engaged and excited.
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