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Pepsi refreshed its brand in 2010, brought a little sun to the far north and then shared it with the country
As the Canadian division of a global company, marketers at PepsiCo Beverages Canada are sometimes faced with the notso-unique challenge of adapting existing work relevant to the Canadian marketplace. But what sets the beverage company apart from its competition is its ability to engage the public and tap into consumer insights that result in distinctly Canadian work.
PepsiCo Canada picks from a "global network of ideas" and approaches them in a way that's most relevant to this market, explains Dale Hooper, vice-president of marketing, PepsiCo Beverages Canada.
While so-called "lift and adapt" campaigns can have their drawbacks, every once in a while they strike the right chord and blaze through the market.
In April, for instance, Pepsico and its agencies developed the Canadian version of the "Refresh Project," which first...