Pepsico

Introduction

Our team was engaged by PepsiCo to conduct research and provide insights on how to effectively reach, engage, and convert members of the Gen Z population. We understand that this demographic is not only the future of consumer market, but also a powerful force in shaping brand perceptions and driving purchasing decisions.

To gain a deeper understanding of the Gen Z market, we met with the head of insights at PepsiCo and developed a proprietary "Culture Playbook" for the entire company to guide their interactions and strategy with Gen Z. This playbook provided a comprehensive understanding of Gen Z's values, beliefs, and ideologies, as well as actionable insights on how to effectively engage with this demographic.

In addition, we prepared individual presentations for key brands within Pepsi’s portfolio of companies, providing them with specific guidance on how to best connect with Gen Z consumers. Our team's research and insights were used to inform rebranding efforts, marketing strategy, and social media engagement efforts for these specific brands.

Furthermore, we created a cross-organization Gen Z synthesis that encapsulated the beliefs, values, and ideologies of Gen Z as it related to Pepsi as a brand. This synthesis was shared across the organization, providing a holistic understanding of Gen Z and its relationship to Pepsi, and served as the foundation for the company's future strategy and decision making.

Conclusion

Overall, our research and insights provided PepsiCo with tangible and actionable information that was used to make strategic decisions and drive business results. We were proud to partner with PepsiCo in this endeavor, and our team was dedicated to help them successfully connect and understand the most important demographic in today's consumer landscape, Gen Z.