MERCADEO Versión en español
Empathy and Sensitivity Are Key During and After Pandemic: Jill Leccia of Gatorade
Marcela Tedesco| 19 de diciembre de 2020
Jill Leccia Functiona Nutritional Beverages
All sectors of the economy must reinvent themselves to operate successfully during and after the Covid-19 pandemic, according to Jill Leccia, Senior Director of Functional and Nutritional Beverages at PepsiCo Latin America, who observed that “working from a perspective of empathy and sensitivity is key to transforming ourselves successfully and providing support for our consumers.” At Gatorade, this signifies the development and promotion of platforms related to the current context. “We’re looking to add value through initiatives that not only maintain our brand identity but also have a positive impact on people´s health and well-being by strengthening them in their activities at home,” Leccia said. The programs G Boot Camp, an app for home sports training, and Win from Within, a 15-session live presentation by personal trainers through Gatorade Brazil`s social media, are some of the brand`s initiatives during the Covid-19 outbreak. “Initiatives like these reinforce PepsiCo´s values as a company since they actively work to minimize the impact of the current scourge. We are working to ensure the well-being and safety of entire populations while helping to protect the most vulnerable by providing access to nutrition. This will be achieved with a donation of $6.5 million from the PepsiCo Foundation, which will contribute 11 million food rations to 15 countries around Latin America.”
