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According to the brand, today’s consumers are looking at funky, light and entertaining content that they can consume every minute on the go.
Media consumption patterns in the beverage industry have changed significantly over the past two years. As a direct result of evolving consumer behavior, changing marketing strategies and people staying indoors, home media usage has increased significantly. With these big changes in mind, beverage giant PepsiCo has identified “personalization” as a key marketing strategy for 2022.
Some of the most famous brand campaigns over the past two years include Pepsi Money Heist, Swag Se Solo, Har Goons Mine Swag High, Salaam Namaste and the “Pepsi Black Zero Sugar” NFT Collection.
Soumia Rator, Category Leader, Pepsi-Cola and PepsiCo India, said: We have focused on personalizing the cans that reach the consumer. ”
“Earlier this year, Pepsi released a limited-edition ‘Swag Se Solo’ can, offering the ultimate symbol that consumers carry singleton status up their sleeve on Valentine’s Day. Pepsi has also launched limited edition ‘Check My Fizz’ cans Inspired by classic Pepsi’s blue, white and red hues, featuring celebrity icons Badshah and Jacqueline Fernandez in the ‘Check My Fizz’ anthem Recently, for health-conscious consumers, Pepsi also launched the iconic Pepsi Black Sleek Can. ”
“Over the past few months, we have readjusted our marketing plans and spent more on digital and TV media than we originally planned. We also found a point percentage of the marketing budget, just like it was pre-pandemic.”
According to Rathor, today’s consumers are looking at funky, light and entertaining content they can consume every minute on the go. Gen Z wants to connect with brand identities, not just buy products.
Apart from creating personalized marketing campaigns, the brand recently collaborated with fashion brand HUEMN. But why is Pepsi partnering with a fashion label?
Rathor explains: As a result, his collaboration with HUEMN to launch this new collection celebrates this very philosophy of empowering Indian youth with self-expression, confidence and plenty of his SWAG. ”
“From the design aesthetic of our collection to the showstopper Sarah Ali Khan, who is not only a Gen Z and a youth icon, but also the embodiment of Pepsi’s irreverent SWAG philosophy, it’s all about us. It contributes to our marketing strategy that focuses on deepening connections with the younger generation.”
Additionally, to keep up with the festive vibe, the company experimented with a campaign that asked customers to try combinations and showcased Santa-friendly concoctions using the hashtag #PilkandCookies (like Pepsi and Milk).
“Large-scale consumer research shows that consumers are always willing to try cola beverages. To keep up with this insight, this festive time of the year will excite consumers and justifiably add more.” We wanted to bring something completely new to the forefront – they needed a fizz in their lives.”
Pepsi has always kept abreast of consumer trends and has continued to develop its portfolio in line with what consumers want. Going forward, will brands continue to invest in categories that appeal to the modern consumer?
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