Home  › Marketing › CPG

PepsiCo Talks Social After Soda Brand's Fall to Third Place

  |  April 7, 2011   |  Comments

Global director for digital says blaming decline on social media is wrong-headed.

A slip in the soda rankings for its Pepsi brand doesn't appear to have made PepsiCo squeamish on its commitment to social media marketing.

Beverage Digest reported last month that the company's flagship brand, Pepsi, had fallen to third place behind Coke and Diet Coke. Pepsi - known for its Refresh Everything goodwill campaign and a bevy of social media efforts - had ranked second for decades in that sales category. Some considered the slip an indictment of the brand's embrace of social media and de-emphasis of traditional broadcast advertising - exemplified by its withdrawal from the Super Bowl last year.

After a presentation at Ad Age Digital today, B. Bonin Bough, PepsiCo's global director for digital and social media, addressed the recent development in a chat with ClickZ. He suggested that singling out his company's social media marketing efforts for the fall to third place was wrong-headed.

"The whole point of integrated marketing is that it's never one thing over the other," he said. "The people who are going to see continued success with [social media] are going to believe in integration. It's not about isolation."

Embracing social media and location-based efforts can help in both branding and moving product, he said. His firm has been particularly active on geo-social platforms like Foursquare and StickyBits.

"If the objective is equity building, there's a huge opportunity," Bough told ClickZ. "If it's driving sales, like I talked about with the work we are doing in-store with location, there is a huge opportunity there... We are an aggressively digital organization. Digital is not only transforming society, but the way consumers interact with brands."

During his half-hour presentation, Bough noted that so-called social TV platforms like Miso and GetGlue have begun to gain traction. As advertisers ponder the importance of social, he said, they need to understand that "the [TV] space they are spending so much on is about to be transformed."

He also highlighted a pilot that his company has been running for its Brisk iced tea beverage on Tongal's video platform. Together, the firms orchestrated an animation video contest that will reward the winner $25,000. Bough said they have received submissions from all 50 states as well as 51 countries.

"And this is with very limited marketing," he explained. "It's essentially from reaching out to our community and Tongal's community."

Tags:

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...