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PepsiCo Focuses on Empathizing with Consumers
Liz Unamo| 5 de octubre de 2020
David Shing Todd Kaplan
PepsiCo Marketing VP Todd Kaplan told “digital prophet” David Shing in a session on Advertising Week that a way to adapt to the abrupt changes brought about by Covid-19 was to “embrace the ambiguity and flexibilize our agility.” As an example, he said that when the pandemic broke out, PepsiCo had just launched That’s What I Like, a campaign that showed people dancing in the subway, at a stadium and in an airport, “maybe the worst places you can be during a pandemic.” After unveiling the series, the company paused to refocus the team on the role Pepsi could play to help quarantined people come together through music. And so One World: Together At Home was born, a campaign created in association with Global Citizen and Lady Gaga, who managed to complete in four weeks everything from the concept to the execution while using Zoom for the first time. Another strategy was to listen to consumers and empathize with them before addressing what the brand’s place in their lives might be. In that aspect, the campaign covered soccer at home with stories of life amid the pandemic. Such was the placing of an installation in the front yard of a home that would create the atmosphere of a soccer match, and moving seats from a stadium to the home of a fan who had tickets reserved for 30 years.
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