CONTENT TASTES BETTER WITH PEPSI

Olena Kutina, Chief Executive Officer, PepsiCo Yuliia Chaikovska, Marketing manager Beverages, PepsiCo Dmytro Berehovenko, Senior Brand Manager Beverages, PepsiCo Lesya Shchigol, Digital Marketing Manager, PepsiCo Maria Yevtushenko, Digital Manager, PepsiCo Svitlana Stepanenko, Managing Partner, BetterSvit Oleksandra Zakharchenko, Chief Operating Officer, BetterSvit Anastasia Sochivets, Creative Copywriter, BetterSvit Andrii Bezuhlyi, Creative Copywriter, BetterSvit Alya Lano, Influencer Marketing Manager, BetterSvit Nataliia Zasiadko, Senior Account Manager, BetterSvit Kateryna Boblak, Senior Account Manager, BetterSvit Oksana Osadchuk, Team Lead Creative Projects Managers, Promodo Tetyana Martynenko, Media Group Account Director, OMD

Pepsi faced a challenge: the content-watching territory — a key sales growth zone among young people — belonged to to the direct competitor (51% vs 42%). That's where they press "play" every day and choose entertainment over news. That's where not only views but also drink sales are shaped. Gen Z are all different, and there is no single content trend. One message for everyone? It won't work. So for the first time, Pepsi didn't choose one direction — it became part of all entertainment in the content territory at once. The platform "Enjoy Your Favourite with Pepsi" spoke to everyone on their wavelength across 24 channels — from Twitch to an anime festival. As a result, Pepsi became #1 in the content territory (50% vs 48%), grew sales by 12%, and for the first time beat the key competitor in brand love.