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How PepsiCo moved from mass demographic marketing to a consumer-centric marketing approach

How PepsiCo moved from mass demographic marketing to a consumer-centric marketing approach

PepsiCo's mission is to create smiles with every sip and every bite. Traditionally PepsiCo had relied on broadcast channels to get mass communication out, but today, things are digital, instantaneous, and interconnected. How could PepsiCo move from mass marketing to a more consumer-centric approach? By integrating Google Marketing Platform into nearly all its digital products, PepsiCo was able to access new consumer insights to help them drive new flavors and pack sizes.

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