House of PepsiCo serves to give Pepsi greater visibility and generate excitement with fans. Matthieu Aquino, VP of Global Beverage Design and Brand Experience at PepsiCo, explained, “We are integrating licensing to strengthen the brand narratives around our campaigns and biggest events of the year.” Adding, “With this online portal, we are creating added value for our partners with a new traffic driver to their e-commerce pages.”
The House Of PepsiCo Partners Include International Labels And Popular Brands
Each item on The House of PepsiCo site links out to another retailer, including Amazon, Urban Outfitters and Mandarina Duck, which is only available in China. Other partners include popular brands like Puma, Forever 21 and H&M, plus edgier outliers including DSquared2 and artist Aaron Kai. The brands reflect what Mauro Porcini, PepsiCo's Chief Design Officer, calls the “design-forward” lifestyle “that has sprung up around” Pepsi. The designs also extend to other Pepsi brands, including Mountain Dew, Cheetos and Brisk.
Brands With Loyal Fans Can Grow Excitement With Lifestyle Integrations
Other brands have branched out into lifestyle, including KFC, Taco Bell, McDonald’s and Dunkin’, who teamed up with Saucony before the Boston Marathon to create a branded shoe. Branded apparel and accessories allow loyal fan bases the chance to share their love for brands, while brands get the benefit of an extra shot of revenue and the brand awareness that comes from people acting as their billboards. According to Marketing Dive, “In a conference call with analysts earlier this month, [Pepsi] executives set an ecommerce sales goal of $2 billion for this year. Boosting its licensing deals with the new centralized House of PepsiCo site can help it reach that goal while drumming up some brand buzz among loyal fans.” The collaboration between marketers, designers and retailers is a win-win-win for Pepsi and fashion-forward Pepsi drinkers.
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