PepsiCo is seeking to move away from marketing based on a "big brand" philosophy and towards an approach that connects with its target audience in a more direct way.

Frank Cooper III, chief consumer engagement officer for PepsiCo's US beverage arm, argued that changing preferences and habits mean many traditional methods of advertising now seem outdated."We want to become a catalyst in the culture rather than act like a big brand announcing something," he said.

As part of this process, PepsiCo is trying to build stronger bonds with its dedicated customers, who can often be ignored in favour of attracting new buyers."One of the most valuable – yet underrated – assets any company has is the wisdom and passion of its most loyal consumers," said Cooper III.

Stimulating online and offline conversations with, and between, brand advocates can help encourage positive word of mouth, a currency that is always at a premium in the FMCG sector.

PepsiCo estimates that 90% of shoppers place the most trust in recommendations from sources like friends and family, while 70% have a similar confidence in user-generated reviews on the web.

to read more how PepsiCo applies this new approach click here.

Source: fmcgnews.co.uk