PepsiCo’s mission is to create smiles with every sip and every bite. The brand wants to make sure that it is doing the very best in delivering those smiles through a better understanding of consumers. Traditionally PepsiCo had relied on broadcast channels to get mass communication out, but today, things are digital, instantaneous, and interconnected. The challenge for PepsiCo was how could it move from mass demographic marketing to a more consumer-centric marketing approach? They built out specific consumer engagement platforms to allow them to build relationships and get consent from consumers. Plus, they integrated Google Marketing Platform into nearly all their digital products. Having first-party data in a single global solution allowed PepsiCo to gain new consumer insights which helped them drive new flavors and pack sizes that their consumers were seeking.

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