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Pepsi Ups Their Profile With Apparel And Accessories

November 11, 2019 Sarah Cavill

Shutterstock_442337635 Man poses for photographers with shiny golden jacket and Pepsi shirt before Jil Sander fashion show, Milan Men's Fashion Week street style on June 18, 2016 in Milan.

On October 31st, Pepsi launched House of PepsiCo, an ecommerce site dedicated to selling branded apparel and accessories through partnerships with well-known fashion labels.

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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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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