""Once you understand what those cultural truths are and what the consumers that we care about are experiencing, then you overlay the brand's point of view on top of that. That's your creative idea. We found this approach to be super helpful in navigating a very uncertain year.""
""If we don't know who we are, our point of view, where we should or shouldn't play and who our consumers are, we won't know how to respond to anything.""
""culture in, brand out""
Pepsi applies social listening to monitor cultural shifts and create topical marketing through a mechanism called "culture in, brand out". The marketing brief often follows the listening process so cultural moments are identified before brand agendas are applied. The team overlays the brand's point of view onto discovered cultural truths to produce creative ideas and aligns PR, earned media, social and digital around conversations people are having organically. Marketers choose which movements to join and swiftly develop creative or activities to participate. The approach forces faster execution and agility amid pandemic-driven uncertainty.
Read at The Drum
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