One of the global food industry giants, PepsiCo has unveiled the first social network for women. PepsiCo’s Women’s Inspiration Network (PepsiCO WIN for short) aims to unite the active women striving to make a difference in their lives. The official launch of the social network is scheduled for Social Media Week—the premium industry event that will be held February 7-11.

PepsiCo WIN network is already live on www.pepsicowin.com. It is a place where women and men interested in supporting women may talk freely on the issues that concern them most (Environment and Sustainability, health and wellness, trend spotting, etc.) The initiators of the project describe it as «an online interactive network offering global female perspective, inspiration, and idea sharing through the involvement of experts, influencers and real women».

Not only modern-day women possess a strong voice online, they make the most percentage of decisions pertaining to household management and are easily influenced by online media dedicated to women’s issues. The recent research conducted by iVillage proved that 51% of women’s community users trust product information found in them, compared with only 14% on typical social media sites. To interact with this powerful yet trustful audience, PepsiCO use this social media project as a ‘momvertising’ platform, i.e. an indirect way to offer the products to the adult female consumer. However, it may become a more substantial way of customer interaction than mere advertising. On the pages of PepsiCO WIN network, users are able to watch videos with expert advise AND share their viewpoint on the issue, which provides a closer interaction between the brand and consumer as well as between the consumers.

Jamie Stein, PepsiCo’s digital director, said: “Women are increasingly influential in the digital space. We want to build a community to have a two-way dialogue. Our strategy is listening, engaging and enabling–connecting with women in real time, on their terms.”