In order to resonate with consumers, PepsiCo emphasizes understanding their passion points and challenges, striving to deliver experiences that genuinely relate to their lives.
Melis highlights the importance of using data derived from digital tools and social media to align brand strategy with current consumer interests and tensions.
PepsiCo's approach focuses on finding the intersections of passion points among consumers, illustrating this with initiatives like the Uefa Champions League Kick Off Show.
By closely monitoring online conversations, Melis's team ensures that decisions are data-backed, allowing PepsiCo to be agile and responsive to rapidly evolving trends.
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