Presentation

Keynote Speaker
Meg Hammond
Marketing Manager for Pepsi
at Pepsi-Cola North America
Change Can Be
Good - How Pepsi
Leveraged Packaging
to Create a New Form
of Media
Keynote Speaker
Meg Hammond
Marketing Manager for Pepsi
at Pepsi-Cola North America
Pepsi recently undertook a brand re-style on a global level to keep its brand
constantly in touch with the current generation of young people.
The program was comprised of a new advertising campaign, an expanded online
presence, a cause marketing program, grassroots events and a never been done
before type of media, it's packaging. Pepsi leveraged the vast number of cans
and bottles it sells each year to deliver consumers a unique one of kind
experience in an attempt to personalize the product ultimately creating 'Your Pepsi'.
Keynote Speaker
Meg Hammond
Marketing Manager for Pepsi
at Pepsi-Cola North America
Meg Hammond is a Marketing
Manager for Pepsi at Pepsi-Cola
North America in
Purchase, NY. She managed the
project to re-style the company's
$12B flagship brand.
Change Can Be Good
Meg Hammond
Pepsi-Cola North America
Evolving Landscape
Competition has moved beyond beverages
Today
1990s
1970s
Staying Current with Youth is
Harder Than Ever
1990’s
2000’s
TODAY
CULTURE
1980’s
PEPSI
?
MTV Culture
Urban Culture
Pop Divas
Youth Trends Have Changed
Millennial generation is seeking
“Sustainable Discovery”
DISCOVERY
MOBILE and
CONNECTED
AUTHENTICITY
PERSONALIZATION
Roll Video
Youth
Changing Communication
Moving beyond ‘Mass Marketing’
!
S
N
TIO
O
M
S!
E
I
PRO
T
I
EBR
L
E
C
HOT
Advertising
Promotions
Retail
BIG
PRO
PERT
IES!
ADVE
RT I S
ING!
No longer forcefully
communicate our
message
Packaging
Evolve to into a
more relevant and
personal dialogue
KAK1
Technology is Driving New
Media
The Accelerating Pace of
Media Innovation
Broadband
and WiFi
Online, Blogs
Podca sts
HDTV
Portable MP3
Play ers (iPods)
C ourier, Fa x
Dial- up
We b
Applications
ITV
Satellite and
Online Radio
WiMA X
Cab le
E mail
In te rnal
network
Magaz ine s/
Newspap ers
Ma il
Radio
Stereo Sy stem
Wa lkma n
VHS
Film Projector
PC S oftwa re
Mobile ph one
DVD
Multi- platfo rm IM
Smartphone
DVR and VOD
Ms
Pac
Man
Books
Before 1930
Landline phone
1930
1940
Broa dcast
Pinb all
1950
Mainfra me
and Mini Ap ps
1960
Electronic
A rc ade Ga mes
1970
Portable phone
1980
PC Game s
and Consoles
1990
Mobile
Multipla yer
2000
2010
 Sequent Partners 2005
Slide 13
KAK1
I can't do anything with this
It is an imported picture
Kathy Kalb, 5/16/2007
New Media is Born Everyday
Power of Pepsi
Being Big Can Be a Good Thing
Penetration
Bread
2.
2. Salty Snacks
3.
3. Milk
4.
4. Soda
5.
5. Soup
6.
6. Chocolate
7.
7. Crackers
8.
8. Toilet Paper
9.
9. Cookies
10.
10. Eggs
1.
1.
Source:
Source: IRI
IRI HH
HH Panel
Panel Category
Category Penetration
Penetration Ranking
Ranking 2006
2006
Impressions (MM)
500
94
Pepsi Cans
Per Month
2007 Super
Bowl Viewers
Source:
Source: NFL
NFL Super
Super Bowl
Bowl Viewership
Viewership
Packaging is One of Our
Most Valuable Assets
Your Pepsi
DJ
Music
Cars
Racing
Cans . 2 Liters
Baseball
. 20 oz
Country
Music
.
Music
Cups
Live Earth
A New Message Every Time
You Drink a Pepsi
12 oz. cans
New every 3 weeks
20 oz. bottles
4 choices at a time
Can Wraps
One-time change
2L bottles
4 choices at a time
Fountain Cups
8 choices at a time
More than Just a Pretty Picture
Each Package is Like a Passport to a
World of Discovery
We will leverage the most relevant
content providers – our Partners
Music
Fashion
Multicultural
Digital
…and connect consumers to world
of discovery – online and off
www.streetmotion.com
Car Culture
Sports
Content . Games . Chances to Win!
“Your Pepsi” Launch Episode
Your
Pepsi Launch
Episode
Consumers
Design Our
Times Square
Billboard
Inviting
Consumers
to
Design Cans
Car Culture Episode Example
Car Culture
Online activation via
pepsistreetmotion.com
Grassroots via DUB
Super Series car shows
Subaru WRX Promotion
on 20oz
Roll Video
Activation
Pepsi Globe Focused Ads
“Global Beach Ball”
“Pinball”
Roll Video
Ad Reel
Out of Home Media
Bluetooth Enabled Media
Enabled
Bus Shelter
Pepsi Live!
Grassroots Sampling
Positive Response So Far!
200 Local TV
Stories
Change Can Be Good