PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand

Beverage sales at PepsiCo, which owns Mountain Dew, Gatorade and Dr Pepper as well as its core Pepsi line, have been falling lately.

Sales of its drinks portfolio fell 1% in 2023, with a 5% decline in North America and 3% in European markets, according to its latest earnings report. To arrest that decline and boost household penetration, the company is in the midst of a global campaign to gradually introduce its rebranded Pepsi (officially launched in March) to consumers.

Much of that campaign, and of the arguments its marketers make for advertising spend internally, rests upon the company’s cultural connections. “Pepsi has always been a believer and a driver of culture,” Eric Melis, vp of global brand marketing at PepsiCo told Digiday.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.