By Ildiko Szalai, Packaged Food Analyst at Euromonitor International
On December 2, 2010 PepsiCo Inc. announced that it had reached an agreement to buy a 66% stake in Russian dairy, baby food and juice manufacturer Wimm-Bill-Dann for US$3.8bn.
PepsiCo
Integrated design agency Standout UK has launched a new digital marketing campaign for household cereal brand Quaker Oat So Simple as part of a drive to create awareness and encourage consumers to trial its latest flavours. It has created a dedicated microsite for the healthy breakfast brand under a “We Love Winter” theme. The interactive digital strategy will seek to engage customers with a competition while promoting the launch of two new seasonal flavours by the brand.
Frito-Lay Canada is now selling its SunChips in a 100% compostable packaging, which is obviously good news. The bad news about it is that the packs are very noisy. The fans of the product have even registered a group on Facebook, entitled “Sorry but I can’t hear you over this SunChips bag” with over 52 thousand fans to date, and the brand is doing everything possible to convince the public that loud and green should win over quiet and harmful. If consumers want to eat these chips, but hate the sound the packaging makes, the brand offers them a pair of earplugs.
PepsiCo is reaching eco-friendly consumers through Facebook with its new recycling-oriented application on the PepsiCo’s Dream Machine page. The company invites people from all around the world to sign up and choose virtual bottle or can to share it with people from their friend-list and raise awareness of the problem.
The documentary “Latinos Living the American Dream” produced and directed by Eva Longoria Parker in partnership with the Pepsi YO SUMO initiative premiered yesterday, October 21, at the Grauman’s Chinese Theater in LA. The documentary highlights the accomplishments and impact that Hispanics have in shaping the landscape of the United States. The feature is a culmination of Pepsi’s YO SUMO (I Add Up/I Count) movement which encourages Latinos to go beyond being counted and show how they add value to this country, in the year of the Census.
PepsiCo, Inc. and Brand Affinity Technologies (BAT), the company reinventing endorsement and celebrity marketing, are working together on new approaches to engage consumers via their favorite athletes and celebrities. As part of the relationship PepsiCo is leveraging BAT’s Platform, which houses deep celebrity affinity intelligence, and has also partnered with BAT as the first sponsor of its netBAT content experience (www.netbat.com).