Walkers is eschewing a TV spot and upping its investment in digital for this year’s Christmas campaign as it argues it is not appropriate to have “a big splash of celebrity” this year.
PepsiCo saw a slight uptick in beverage sales after a 7% decline last quarter, with snack sales spurred on by working from home.
PepsiCo may have cut its marketing spend during the coronavirus crisis, but it believes that has led it to “become better” at marketing as it focuses more on activities that generate higher ROI.
As PepsiCo launches a new campaign for its Champions League sponsorship, it warns that marketers should not to be “seduced by new technology” and instead focus on the big ideas.
Walkers is celebrating the 25th anniversary of the song All I Want for Christmas is You, as well as launching new flavours and on-pack promotion as it aims to appeal to younger audiences.
Exploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
After its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
Walkers has enlisted the help of the Spice Girls as it looks to create “talkability” around the brand and boost its appeal among “millennial families”.
PepsiCo is taking a “systemic approach” to insight that positions it as a driving force within the business and enables it to continually learn and grow each year.
The Super Bowl is a colossal platform for advertisers, which this year sees female-focused brands including Olay and Bumble make their debut, alongside the usual parade of celebrity-fuelled show-stoppers.
Pepsi is introducing a new global tagline, ‘For The Love Of It’, as it brings the focus of its marketing back to the product and celebrates its music heritage.
Pepsi is buying the carbonated water company as part of its plan to branch into purpose-driven healthy alternatives to fizzy drinks.
Nooyi will be replaced by PepsiCo president Ramon Laguarta, who has previously held roles in marketing and led PepsiCo’s European business, as it faces the challenge of shifting consumer tastes.
Pepsi is hoping to foster a startup culture so it can spot new opportunities as sales growth at its core business slows.
From disruptive startup hubs to closely integrated teams, brands are pioneering new models of innovation, but marketing’s influence is key to ensuring these fulfil genuine customer needs.