PepsiCo Creative Brief

Alexandra Garcia
COMM 474
Tue/Thu 1 - 2p
I. PROJECT DESCRIPTION:
PepsiCo. is an American food, snack, and beverage corporation that manufactures, markets, and
distributes grain-based snacks and drinks. PepsiCo. is the parent company of LAYS and Young
Foods. PepsiCo. is a big employer and known to sponsor a ton of events and is aiming to reduce
added sugars by 25% to beverages it sells over the next decade to reduce childhood obesity and
adulthood diabetes. The Creative Departments goal is to create a promotional campaign that
promotes PepsiCo.s earnest pledge to reducing the sugar content in its products and help
eliminate or reduce childhood obesity and adult diabetes. This can be done by creating a
television commercial, adding an additional line extension, and promoting the benefits of the less
sugary products.

II. TARGET AUDIENCE:

Adults, 40+, especially those who are prone or may already have adult diabetes. These adults are
looking for ways to cut back on the sugar intake they may take in in order to reduce diabetes or
prevent them all together.

In addition, we want to target children to prevent or reduce childhood obesity. By targeting both
adults and children PepsiCo. will be seen as a trusted corporation by parents who want the best
for their children and adults who want the best for themselves and their loved ones.

III: BRAND EQUITIES:

PepsiCo. is voted Fortunes Worlds Most Admired Companies, was ranked 28th on Barrons
Worlds Most Respected Companies List, and received an Ethical Corporation Responsible
Business Award for PespiCos Food for Good program.

Since there are plenty of schools and restaurants that have contracts with PepsiCo. to sell only
Pepsi products, the audience can see that PepsiCo. is trying to reach every possible target
audience and create a healthier lifestyle for them. They pride themselves in being good for their
audience and refine their food and beverage choices to meet changing consumer needs.

PepsiCo. has been striving to reduce added sugars since 1964 when they created the line
extension for Diet Pepsi. PepsiCo. listens to the concerns of their audiences and strives to meet
their needs which is why by 2025 their goal is to have at least 2/3 of their beverages contain 100
calories or fewer, reduce saturated fat and salt. In addition they strive to increase positive
nutrition by expanding their portfolio to contain grains, fruits and vegetables, dairy, or protein.

IV: COPY STRATEGY:

BENEFIT STATEMENT:
- PepsiCo. will reduce the sugar content in its products.
- By reducing the sugar content, it will make the target audience healthier.
- PepsiCo. products will have less calories.
 - By having less calories, the audience will become slimmer.
- By creating a positive product, there will be an increase in positive nutrition
- PepsiCo. will serve nutritious food and beverages to underserved communities and
consumers.

REASON WHY/SUPPORT:
- Creates a healthier product for consumers.
- Attempts to eliminate or reduce both adult diabetes and childhood obesity.
- PepsiCo. continues to provide consumers with new products that has less calories.
- Encourages other companies to follow PepsiCo. in lowering sugar content.
- Encourages children to drink and eat lower calorie and smaller portioned products.

BRAND CHARACTER:
- PepsiCo. is the energetic friend who is always there by your side ready to back you up
when you need them the most. They provide fun, laughter, and memories. It does not
matter what the situation is but you are sure to experience great things with PepsiCo.

V. CONSUMER INSIGHTS:
Pepsi is a cult brand, it has been a companion and friend through the lives of many generations.
From being mentioned in the film Back to the Future to Twilight, multiple generations grow with
Pepsi and realize that it will now be a reason for a healthier them.

VI: MANDATORY EXECUTIONAL ELEMENTS:

The signature logo must be maintained and not changed. There must be a circular element of
blues, reds, and whites. In addition, the font must be the same as previous advertisements.

VII: TIMELINE:
The PR Campaign will take place during the months of June 1 - August 31. This is because
during the summer months, our audience has more free time and are willing to spend more
money on drinks for outings such as trips to the beach, parties, and days with their families. In
addition, our audience will want their summer body and our updated beverages will encourage
a healthier lifestyle.

VIII: BUDGET:
Usually, PepsiCo. spends less than $2 billion when it comes to promoting our beverage brands
but since we want to make an impact and ensure that more audience members view the benefits
of our updated beverages, our budget will be $3 billion when it comes to advertising.