CHAPTER 5
THE MAGIC OF EXPERIENCES
At PepsiCo, in the past several years, we have experimented with energy and passion on a vast range of projects aimed at building and growing our brands with an experiential approach, outside of the traditional grounds of communication, transforming every touchpoint of those brands into potential content to share. This has been a journey made up of attempts—some in error, many successful—that we have strongly believed in and that we’ve learned from, product after product, experience after experience, one step at a time but on a scale that has grown bigger and bigger with each step.
I want to share with you a few brand innovation stories. I won’t talk only about the results but also about the journey that generated ...
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