PepsiCo marketing chief Wakely says brands must cut through fragmented consumer attention
PEP•PEP•PEP•PEP•Wakely pointed to Formula 1 as a platform for “authentic” performance-linked marketing, citing drivers’ hydration loss as a Gatorade use case.
Management also emphasized building the PepsiCo corporate brand to lift trust and reputation in a “house of brands” structure.
PepsiCo executives outlined a consumer engagement model built around five behaviors to sharpen marketing effectiveness in a fragmented media environment.
Chief Consumer and Marketing Officer Jane Wakely flagged “over 10,000” daily messages per consumer, raising the bar for attention capture.
The strategy centers on “five Ss”: scrolling, streaming, searching, shopping and sensing, with sensing tied to experiential brand activation beyond packaging.
