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US beverage arm, argued that changing preferences and habits mean many traditional methods of advertising now seem outdated."We want to become a catalyst in the culture rather than act like a big brand announcing something," he said.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 ...
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