PepsiCo is planning to increase its advertising spend behind its big brands, such as Pepsi, Gatorade and DEW. The company’s brand strategy in the beverage business is focused on brand building.
According to Indra K. Nooyi, chairman and CEO of PepsiCo Inc, the company looks to step up investment spending in advertising, marketing, frontline workforce training, digital capability, data analytics and e-commerce.
The move comes as its investment in e-commerce across multiple channels, from e-grocery, to direct consumer, to pure play, helped drive exceptional growth in 2017. As a result, PepsiCo’s e-commerce business is now approximately $1 billion in annualised retail sales.
The company also has robust marketing innovation lined up for 2018. This includes the launch of its Pepsi Generations campaign and the launch of Mountain Dew Ice, featured with Doritos Blaze at the Super Bowl.
Other initiatives include the introduction of its new sparking water bubly, and further marketing support and packaging innovation. This comes as LIFEWTR enters its second year from launch.