PepsiCo steps out from behind its household names

PepsiCo has launched its first-ever corporate brand campaign, "House of brands", as it looks to build greater awareness of the company behind brands including Lay’s, Doritos, Cheetos, Gatorade and Quaker.

The campaign addresses a gap between recognition of PepsiCo’s individual brands and the parent company, with only 18% of people associating PepsiCo with brands beyond Pepsi, according to the company.

At the centre of the campaign is the question of what PepsiCo might be called if some of its other brands took top billing, floating names such as “Lay’s-Co”, “Cheetos-Co”, “Gatorade-Co” and “Quaker-Co”.

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Through the campaign, PepsiCo aims to give consumers a clearer view of the scale of its portfolio, which comprises more than 500 brands and reaches consumers more than one billion times a day globally.

Alongside established names such as Doritos, Cheetos, Lay’s, Gatorade and Quaker, the campaign also highlights newer offerings across its food and beverage portfolio, including Alvalle, Good Warrior, poppi, Simply NKD and Pepsi Prebiotic Cola.

According to PepsiCo, the campaign is intended to go beyond raising awareness of the corporate brand by helping consumers understand how its portfolio spans different categories, occasions and markets.

"House of brands" builds on PepsiCo’s refreshed corporate visual identity and efforts to increase the visibility of the parent company across its packaging and advertising. It also follows PepsiCo's efforts to raise its corporate profile through major global partnerships and events, including the Super Bowl and Formula 1.

The campaign forms part of PepsiCo’s wider “One PepsiCo” approach, which seeks to bring its brands together under a stronger collective corporate identity. It also carries the corporate platform, “Food. Drinks. Smiles.”

MARKETING-INTERACTIVE has reached out for more information. 

The campaign comes after PepsiCo reportedly appointed Publicis Groupe as its lead global media partner earlier this month, replacing Omnicom’s OMD in key markets after a relationship spanning more than two decades.

Publicis is expected to develop an AI- and data-driven “One PepsiCo” media model spanning strategy, planning, activation and technology across more than 200 markets and brands, including Pepsi, Gatorade and Lay’s.

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