PepsiCo's Focus On Experiential Forging Strong Connections Beyond Ads

Aastha Bhasin, Category Lead for Kurkure at PepsiCo India talks about the impact and importance of experiential marketing at PepsiCo


PepsiCo, an industry giant with a legacy spanning over a century, has consistently been at the forefront of the food and beverage sector. Beyond their iconic brands like Pepsi, Frito-Lay, and Tropicana, lies a powerful marketing strategy built on forming profound emotional connections with consumers.

At the heart of this strategy is the concept of experiential marketing, a shift from traditional advertising to a dynamic approach where the brand engages in ongoing conversations and interactions with its audience. Aastha Bhasin, Category Lead for Kurkure at PepsiCo India, sheds light on the importance of experiential marketing and the exciting future it holds for the brand.

Unveiling the Power of Experiential Marketing

According to Aastha Bhasin, experiential marketing is the way forward for PepsiCo. In an era where consumers seek genuine connections with brands, experiential marketing allows for meaningful interactions and dialogues, rather than monologues presented through traditional advertising channels.

The focus has shifted from merely reaching the consumer to staying in touch with them over an extended period. This involves crafting engaging content and experiences that resonate with the brand's identity and the consumer's preferences.

PepsiCo's Vision for the Future

PepsiCo is actively embracing experiential marketing across its brand portfolio. Aastha Bhasin highlights that while the intensity of experiential marketing may vary from brand to brand, it plays a significant role in their overall marketing strategy.

The future promises a diverse range of experiential events, designed to captivate consumers. These include activations, events, and innovative approaches to sampling. The days of simple product sampling are evolving into immersive experiences that immerse consumers in the product's context, enhancing overall engagement.

A Paradigm Shift in Marketing

As Aastha Bhasin emphasizes, the transformation from traditional marketing to experiential marketing is a significant paradigm shift. It signifies a move from broadcasting brand messages to creating memorable experiences. This change is not unique to PepsiCo but is a trend that is sweeping across companies.

PepsiCo's dedication to experiential marketing marks a compelling shift in the marketing landscape. By prioritizing consumer engagement and experiences, they are forging lasting connections that extend far beyond conventional advertising methods. The future holds the promise of exciting and immersive brand interactions that will undoubtedly reshape the marketing world.

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