PepsiCo is leveraging cultural connections to introduce rebranded Pepsi and connect with younger audiences through innovative campaigns like drone installations and creator partnerships.
The company is shifting focus towards brand-building activities over performance advertising, aiming to cut through a crowded media landscape and increase cultural relevance.
PepsiCo's media strategy includes a mix of linear TV spend, paid social, and creator partnerships, with plans for future campaigns to explore retail media networks for brand building.
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