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How PepsiCo Creates Meaningful Brand Experiences - Richard Bates News Release

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Interview with: Richard Bates, VP, Head of Global Brand Design, PepsiCo, Inc.

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How PepsiCo Creates Meaningful Brand Experiences - Richard Bates News Release

  1. 1. Interview with: Richard Bates, VP, Head of Global Brand Design, PepsiCo, Inc. “Taking internal control of the creative development of our brands rather than relying solely on agencies and working closely with Marketing across all categories and functions, has helped us develop more meaningful brand stories that are connected at every point of the consumer journey,” says Richard Bates, VP, Head of Global Brand Design, PepsiCo, Inc. “It is about integrating product with experience. If you tell consumers a fractured story, they won’t understand why a brand is for them and what personal meaning it could have in their lives,” he explains. Bates is a keynote speaker at the marcus evans AmericaPack Summit 2017, taking place in Los Angeles, February 16-17. Here, he shares the PepsiCo story and his experiences in the hotel hospitality and food service facet of the business. What elevates the customer experience? How is PepsiCo creating new brand experiences? PepsiCo does not sell directly to the consumer. Partnering with Roberto Rios, PepsiCo’s SVP and Chief Marketing Officer for the hotel hospitality and food service group, we have worked closely with our customers to transform these channels into an exciting way to build meaningful brand experiences for consumers while integrating our products seamlessly into our customer’s brand. We know that most millennials would rather spend money on an experience rather than a product or object, but when we bring experiences and products together, we create real value, both for our customers and our brands. How does PepsiCo connect products, packaging and brand experience in a seamless and meaningful way? A few years ago, we changed our approach to design, and more recently, to all brand communication. The company hired Chief Design Officer, Mauro Porcini, who created an internal design and innovation capability. This was a bold decision, considering the size of the company, but it had support all the way up to PepsiCo’s Chairman and CEO, Indra Nooyi. With the design function now inside the company, it was important from the beginning to decide what role design would play, the business reason and expected return on investment. We partnered with Marketing, Sales and R&D on brand development, new eq u ip me nt and p r o d u ct /b r a nd innovation from day one, which closely tied design to strategic priorities and building value. We have basically taken back ownership of creative knowledge and development around our brands. Speaking the same language internally and finding synergies across business units has led to more seamless brand stories and better solutions. PepsiCo recently created a new content studio, called the Creator’s League, under the leadership of Brad Jakeman, that is essentially a fully-functioning internal production arm for all- encompassing branded content, including scripted series and films, reality and competition, music recordings and digital content. Partnering with our internal design function means our stories are now more coherent across brand communi- cation, packaging and experience. What consumer experience will the newly opened Kola House in New York City offer? Kola House draws its inspiration from one of Pepsi’s original key ingredients, the kola nut. As a premium mixology and restaurant experience, Kola House is anchored by a copper pipe Kola Bar inspired by Pepsi Cola’s drugstore fountain heritage. A stage allows the restaurant to transform into a downtown event space for pop culture moments in music, art, style, film, sports and more. We also have a new portfolio brand called BBLz, a celebration of non- alcoholic mixology that transforms carbonated soft drinks by infusing them with unexpected ingredients, flavors and toppings. There’s also Hello Goodness, which is transforming the vending machine channel by offering consumers an elevated experience and better-for- you solutions. Speaking the same language internally and finding synergies across business units has led to more seamless brand stories and better solutions How PepsiCo Creates Meaningful Brand Experiences
  2. 2. The marcus evans Summits group delivers peer-to-peer information on strategic matters, p r o f e s s i o n a l t r e n d s a n d breakthrough innovations. Please note that the Summit is a closed business event and the number of participants strictly limited. About the AmericaPack Summit 2017 The AmericaPack Summit is the premium forum bringing elite buyers and sellers together. The Summit offers FMCG packaging executives and suppliers and solution providers an intimate environment for a focused discussion on how to win the battle for market and mind share through packaging. Taking place at the Four Seasons, Westlake, Los Angeles, February 16-17, the Summit includes presentations on consumer driven packaging innovation, design within the boardroom, sustainable packaging best practices, and delivering cost effective packaging across the supply chain. http://americapacksummit.marcusevans-summits.com About marcus evans Summits marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings. For more information, please visit: www.marcusevans.com Upcoming Events EuroPack Summit - www.europacksummit.com To view the web version of this interview, please click here: http://events.marcusevans-events.com/americapack2017-richard-bates Contact Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Tel: + 357 22 849 313 Email: press@marcusevanscy.com For more information please send an email to press@marcusevanscy.com All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

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