PURCHASE, NY: PepsiCo announced several new global goals for its sustainability driven Performance with Purpose initiative and is using strategic media outreach to spread the word. Performance with Purpose offers sustainability goals around nutrition, the environment, and workplace practices and are a way to focus on "not just the performance, but also the purpose that goes behind it," said Dave DeCecco, director of the PepsiCo media bureau.
Some of the health goals introduced at PepsiCo's investor relations conference last week include increasing whole grains, fruits, vegetables, and low-fat dairy in its product portfolio, and reducing the average sodium per serving in food brands. These committments come at a time when places like New York City have aimed to reduce the salt intake of its citizens and the First Lady has embarked on an anti-obesity campaign.
"The overall emphasis is to help change the perception of what people believe PepsiCo to be," DeCecco said. "We believe there are two sides to the equation when it comes to succeeding: the performance side of the company, and the purpose side, which we are working hard to make better known."
Other goals include making the work environment safer and reducing injury rates, reducing packaging, and providing clean water to 3 million people living in emerging markets by 2015.
The company is working with Brunswick Group, AOR for the Performance with Purpose campaign, and with Edelman, which handles PepsiCo's corporate reputation project. Luntz Maslansky is supporting the initiative, specifically around message development.
Following outreach to business press, PepsiCo had articles in The Wall Street Journal and Financial Times on the new initiatives. The company is also targeting environmental and health bloggers, and doing some outreach through social media channels.
"It really depends on the initiative, but we try to employ as many tactics as we can," DeCecco said. "On the environmental side, we're trying to reach environmental bloggers and we've done some work with EnvironmentalLeader.com, doing guest columns written by people at PepsiCo explaining what we do and how it can apply to other companies."
PepsiCo launched Performance with Purpose in 2003.