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Summary
In the early stages of the COVID-19 pandemic, PepsiCo embarked on a 21-month research project to find out how the quarantining affected people’s lives. The goal: adapt its brand messaging to the experiences of its core consumers, from both a human and consumption perspective, and then develop new creative. “We know that our primary consumers are really out there,” Kevin Moeller of PepsiCo said, citing data on Pepsi’s core base. “They enjoy letting loose, they don’t like to hold back. They’re people that sing karaoke and cheer at sports events. So how did quarantining impact them?”
