PepsiCo: Marketing To The New Mainstream

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PepsiCo is experiencing a rebirth of its commitment to cultural branding. The 2010 Census highlighted the new multicultural face of the American consumer, and recent studies have revealed that all of the company's beverage growth in the next five years will come from Hispanic, African-American, and Asian markets. This has been a major call to action for Pepsi. Understanding and engaging the multicultural consumer is key to PepsiCo's growth, and doing so required a new strategy and framework- a transition from multicultural marketing to cultural branding.

In this webinar, Javier Farfan, senior director, cultural branding, PepsiCo, Inc., will discuss the how the company has developed their new cultural branding and the success they have already achieved. This story, originally shared at the ANA Multicultural Marketing & Diversity Conference presented by Ogilvy in November 2011, was one of the most popular sessions.


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Start: Wednesday, March 28, 2012 at 1:00pm

End: Wednesday, March 28, 2012 at 2:00pm



Javier Farfan
Senior Director, Cultural Branding
PepsiCo, Inc.