Case Study – Pepsi Treats – Driving Engagement and Revenue with an Innovative Brand Strategy

Recommendation: launch a 90-day cross-channel pilot tying packaging changes to a connected rewards program to lift visibility and revenue. This case study shows how a component-based approach tightens alignment with consumers and creates measurable traction across touchpoints. When consumers come for a quick pick-me-up, the packaging should invite exploration.

Break the strategy into components such as packaging redesign, in-store executions, digital activation, and supplier collaboration. By aligning these parts, you can enhance the experience and accelerate kasvu while preserving brand equity across the scope of retailers and providers. The addition of co-marketing with suppliers ja providers strengthens visibility and ensures consistency at every part of the program.

The case highlights how womens demographics shape product occasions and the experience of Pepsi Treats. By recognizing ambition in this segment, the brand can tailor messaging and offer limited editions that resonate with this audience as a part of the long-term plan. The approach also expands visibility through retail partners, social creators, and category managers, creating a broader league of advocates.

To ensure practical outcomes, define a tight set of metrics: final conversion rates, in-store lift, digital engagement, and supplier performance. Capture highlights weekly and adjust the plan; keep a close watch on suppliers ja providers to prevent bottlenecks. This scope includes packaging, point-of-sale materials, and co-created content that speaks directly to their needs.

In addition, integrate a feedback loop from retailers and consumers to optimize the experience. The addition of data from suppliers ja providers informs product iterations, ensuring the brand stays relevant and drives consistent kasvu in the short and long term.

Closing takeaway: Align all touchpoints around a clear proposition, use visibility levers, and measure kasvu to demonstrate the case value to executives, retailers, and category partners.

Pepsi Treats Case Study Overview

Recommendation: launch a company-owned pilot in four markets only during UEFA match windows to test four limited-edition flavors and a companion content series, backed by a tight supply plan and clear operational plans to ensure availability and a 12-week feedback loop to refine the product lineup. Target 15,000 units per week per market and a 6 percentage-point uplift in trial conversion, supported by in-aisle activations and shareable content created with fan input.

Insights from the market indicate that behaviorally driven engagement spikes when flavors align with event moments. The study shows emerging segments respond to limited flavors and localized packaging, while uefa contexts amplify reach for both general audiences and womens groups. Content formats that dramatize game-day rituals outperform generic ads, reinforcing memory and consideration for the product.

Plans prioritize a mix of celebrities in campaigns and a strategy to reach womens audiences through tailored packaging and messaging. The content plan includes short clips, behind-the-scenes moments, and stadium-side activations that come to life in company-owned stores and on the D2C site, reinforcing loyalty and driving repeat purchases.

Challenge and risk management center on supply variability and flavor proliferation. The plan uses a phased rollout, with a reduction in SKUs after the initial launch and clear milestones to go/no-go. If supply dips or demand spikes, we switch to core flavors first and defer novelty to the next wave to avoid stockouts.

Content outcomes will rely on a few metrics: trial rate, repeat purchase, share of voice, and margin impact. This study yields actionable insights on which flavors resonate, what content drives behavior, and how a market-focused, company-owned approach scales. The emerging blueprint blends event relevance (uefa), celebrity-led content, and womens-focused messaging to reinforce brand equity while protecting profitability.

Audience Framework: Segment by Indulgence, Convenience, and Purchase Context

Target audiences by indulgence, convenience, and purchase context to boost engagement and revenue. This framework represents a practical approach for Pepsi Treats to align content and action across channels, supported by data to reinforce the programme.

Indulgence segment: tailor visuals and flavours to spark moments of pleasure. Pair a micro-content programme that showcases reward moments, fuse experiential content with quick purchase options. Build a content calendar that runs parallel with on-shelf prompts and digital cues, supported by a flexible resources pool so teams can react to test results in real time.

Convenience segment: prioritise speed and accessibility. Use one-click payment, saved preferences, and streamlined checkout. The approach should be directly informed by purchase context data, and campaigns should be designed to trigger within moments of intent. This change in execution can reinforce repeat purchases and grow baskets, while a pepsico study with noora suggests multi-touch content can keep audiences engaged without friction.

Purchase-context mapping: integrate retail, online, and event moments with a unified content plan. Use data to push targeted content that resonates with the moment’s need. Pepsi Treats campaigns should fuse cross-channel messages and creative, supported by a shared resources pool. there, the noora study within pepsico programmes shows a clear link between context alignment and revenue. источник: study results from pepsico programmes reinforce these conclusions.

Creative Playbooks: Three Distinct Concepts Aligned to Target Segments

Recommendation: implement three distinct concepts, each tightly aligned to a target segment, with a shared baseline and clearly defined success metrics. This approach lets pepsico address them with precise assets, support providers, and a regenerative mindset, while reducing climate emissions and driving market momentum.

Concept 1 – Local Pulse targets urban Millennials and Gen Z consumers who crave authentic, locally rooted moments. It combines unique co-created experiences at neighbourhood hubs with retailer partnerships and regenerative packaging pilots. Core components include micro-events, in-store activations, and a simple measurement framework that tracks engagement and a baseline emissions reduction. The programme closely addresses daily routines and aligns with pepsicos sustainability commitments to support community-led change.

To ensure cohesion, teams can align on priorities across markets.

Concept 2 – Everyday Wellness & Home Regeneration engages health-conscious families by linking product moments to easy, nutritious meals and sustainable home habits. They access digital tips, family-friendly recipes, and packaging options that reduce waste. Key components include a family-focused digital hub, sampling and trialing programs, and a clear set of metrics tied to repeat purchases and emissions reduction. This concept remains pragmatic, ready to scale in markets with active consumer media touchpoints.

Concept 3 – Global Platform for Co-Created Moments builds a cross-market programme that coordinates media assets, packaging standards, and climate messaging. It relies on a common toolkit, flexible creative templates, and closely aligned assets that work across areas and markets. Core components include a shared content calendar, a partner matrix of providers, and ongoing optimisation to maximize reach globally while supporting climate-positive outcomes. The approach is supported by data and governance that maintain consistency across regions and measure impact on emissions and overall market performance.

Channel Mix: Digital-First Activation, In-Store Trials, and Experiential Touchpoints

Delivering a three-pronged channel mix drives coherence across digital, retail, and experiential environments, enabling a single brand story to emerge across touchpoints.

Digital-first activation harnesses real-time insights to reach consumers where they come from, ensuring a privacy-respecting approach and include a selective set of third-party partners to extend reach in markets with strong data governance. Target only high-intent consumers to maximize efficiency; they respond better to personalized signals, and move media spend towards deep, value-driven segments.

In-store trials bring the signal to shelves with tasting samples, QR-enabled signups, and loyalty offers. Use crisp, shelf-ready kits for beverage sampling, and coordinate with inventory to minimize stockouts while reducing waste and packaging. Tie trials to sustainability messaging and net-zero commitments, and use on-site feedback to refine pricing, formats, and offers.

Experiential touchpoints deliver engaging moments that translate digital attention into lasting affinity. Deploy multiple formats–pop-ups, mobile tasting vans, interactive kiosks, and ambassador-led experiences–in the markets where it matters most. Feature celebrities to boost relevance in appropriate contexts, pair activation with sustainability demos, and share clear, actionable insights that feed back into digital targeting. These experiences should be innovative and replicable, fueling ongoing engagement rather than one-off spikes.

To measure success, implement a unified framework across channels: engagement, trial conversion, repeat purchase, and net-new consumers. Use a real-time dashboard that surfaces insights across markets, enabling investing and rapid optimization. The plan should include clear ownership, budget alignment, and transparent reporting, with sustainability milestones and progress toward net-zero embedded in each benchmark.

Pricing and Promotions: Bundles, Limited Editions, and Loyalty Signals

Launch a tiered bundle program with clear savings and direct value messaging that targets audiences across markets. Core bundle includes 2 pepsicos drinks plus 1 snack at 12% off, while Premium bundle adds 2 more drinks and a collectible item at 20% off. These bundles drive increased basket size and faster conversions, with visibility amplified through coordinated advertisements and media placements. Channel alignment and a simple promo calendar keep execution smooth from shelf to digital touchpoints.

• Bundles that drive value

  • Core bundle: 2 beverages + 1 snack; 12% off vs. single purchases; pilot markets show an 8% uplift in unit sales and a 4–6% rise in incremental revenue during the promo window. Target 10–15% of quarterly beverage volume from bundles, supported by shelf-ready packaging that improves on-shelf visibility.

  • Premium bundle: 4 beverages + snack + collectible item; 20% off; expected bundle-adoption lift of 5–7% with margin protection through pricing guardrails. Run 3–6 weeks in high-footfall locations to maximize cross-sell with other product lines.

• Limited editions

  • Flavor rotations tied to emerging trends, with 6-week windows and a 5–8% price premium over core SKUs. Packaging features league-aligned visuals to boost event visibility, including occurrences around bowl weekends. Co-brand campaigns across in-store and online media drive new audiences and faster sell-through.

  • Event-focused drops: align edition drops with key moments in the sporting calendar to amplify imprint in retail and digital media, and to create urgency that lifts immediate purchases. Track edition-level sell-through by market to refine future editions.

• Loyalty signals

  • Points multipliers: 2x on bundle purchases for loyalty members; tiered status (Bronze, Silver, Gold) grants exclusive access to limited editions and early restock alerts. Expected retention uplift of 12–20% in test cohorts as members engage more frequently with promotions.

  • Exclusive access and alerts: send app and email notices for upcoming bundles and editions; tie rewards to total spend to reinforce ongoing engagement, and measure how redemption rate correlates with average order value.

• Measurement, targets, and governance

  • KPI set includes unit sales lift, average basket size, conversion rate, loyalty signups, and incremental revenue. Run pilots in 8–12 markets, aiming for a 4–7% lift in quarterly beverage sales from bundles and limited editions combined.

  • Channel orchestration: maintain a unified promo calendar across in-store, online, and media buys to avoid cannibalization. Use performance signals to adjust offers weekly and keep visibility high for audiences across markets and touchpoints.

Measurement and Optimization: KPIs, Experimentation, and ROI Tracking

Start with a compact KPI framework and weekly dashboards that tie Pepsi Treats campaigns to revenue. Target a 3-month lift: engagement rate from 2.8% to 3.8% across social content, promotions redemption from 4.5% to 7.0%, and 2.5x overall ROI across campaigns. Design the system to include both quantitative metrics and qualitative signals from research and endorsements. Build the foundation with a single source of truth: a live dashboard that pulls data from content platforms, POS, ecommerce, and events. This works when the data model links every touchpoint to a measurable outcome.

KPIs to track by areas include reach and impressions (awareness), engagement metrics (likes, shares, comments, video watch time), conversion signals (promo codes redeemed, samples requested, newsletter signups), and revenue efficiency (CAC, ROAS, gross margin impact). Include brand health signals from research, and add endorsements from partnerships or uefa football events to validate resonance. Use a three-tier view: campaigns, partnerships, and product experiences, and apply ROI calculations at the campaign level to compare performance across channels. What drives growth is clear, actionable data that your teams can act on.

Experimentation design emphasizes speed and clarity. Run A/B tests on content formats (video vs static), offers (bundle vs discount), and messaging. Use control groups and at least two variants per test, with a minimum detectable effect of 10% for engagement and 5 percentage points for redemption to justify resource use. Apply a 95% confidence threshold and store results in a shared bowl of findings, with concise next steps for each variant. This approach helps your company learn what works across markets and events.

ROI tracking with attribution: apply multi-touch attribution or last-click within a 28-day window to allocate revenue across channels. Calculate CAC as total marketing spend divided by new customers; compute ROAS as revenue divided by ad spend; track payback period as cost divided by incremental monthly gross profit. Link experiments to the same product lines and campaigns to compare ROI across areas such as content, campaigns, and events. Through consistent labeling, field teams can attribute uplift to specific tactics.

Operational cadence: assign owners, define data stewardship, and review dashboards in a weekly meeting that includes marketing, operations, events, and partners. Ensure the resources for data collection and analysis align with the company’s design goals. Include a standing agenda item for bottlenecks and opportunities in partnerships, content creation, and distribution through owned channels.

Actionable optimization: prioritize campaigns with the strongest growth signal, reallocate resources from underperformers after two iterations, and test new content formats continuously. Use findings from research to tailor experiences and content for fans across uefa football events and other international experiences. Build a partnership-driven program that scales across your businesses and channels, leveraging endorsements and social content to extend reach. Everything is designed to fit your operations, other company units, and partner networks.