NEW YORK: Simon Lowden, CMO of Pepsi Beverages Co., said Tuesday that his company blends global and regional marketing with a three-stage engagement model.
“We have to fundamentally change our consumer language from ‘talking to' to ‘engaging with,'” Lowden said in a speech at PRWeek's NEXT Conference in New York.
The goal of Pepsi's model is to improve scale, local relevance, and consumer empowerment, and create greater meaning for customers.
Lowden explained that Pepsi developed the strategy for global marketing because “the marriage of global and regional marketing is so important.”
In the first stage, the company takes a brand, like Lay's, and develops an idea, message, or innovation that can be executed in various markets. The Lay's motto, “Lay's is simply irresistible,” can be translated in many countries around the world and still hold the same meaning, Lowden explained.
The goal of consumer empowerment is to create platforms for consumers to get involved with Pepsi brands and build a brand community, he said.
The last step of the model is “executing something back to consumers rather than just getting cash from their wallets.” The company focuses on taking an issue of concern to consumers and translating it back to them in a relevant way.
“If it doesn't have to do with the DNA of the brand, then we're failing,” he said.
One way Pepsi is demonstrating that greater meaning to consumers is by taking its Quaker brand platform of “heart health” and bringing it to India, which is the country with the second worst heart-disease rating, per capita, in the world, Lowden explained.
He added that in order for marketers and companies to move forward, they have to “live in the grey” and embrace the “ambiguity” of the changing world of both consumers and technology.