One metric being applied across PepsiCo’s global brands at the moment is “distinction,” which the company sees as driving a specific category in a relevant manner—in this instance, the breakfast category.
Brand affinity and brand relevance are two others, alongside the most important, of course: sales.
“There are lots of brands out there competing for consumers’ attention in different ways. For us, we just want to make sure that we are continuing to be relevant to consumers,” explained Dilley.
Global consistency is the way forward for PepsiCo
This is the latest example of a global brand from PepsiCo being released with one consistent approach around the world, following Doritos’ “For the Bold in Everyone” release in January.
The snack brand’s campaign introduced the new “bold” campaign platform, communicated with the first in an ongoing series of global and regional campaigns, beginning with the story of a grandmother and grandson and her unexpected passion for monster cars.
Under Jane Wakely, chief consumer and marketing officer and chief growth officer of international foods at PepsiCo, huge strength and equity is seenm behind the company’s “mega-brands” like Pepsi Max, Lays and Quaker, explained Dilley.
That strength is projected to improve when the company pools its marketing resources on campaign creation on a global scale, using insights from teams all around the world. “You’re going to see a lot more of that,” she stated.
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