‘Drinkifying snacks’: PepsiCo mush or master stroke?
Published: 2012-12-19 Authour: Ben Bouckley+
Core Tip: Despite giving us object lessons in corporate word wash, can PepsiCo pull off what seems like a slightly puzzling mission, namely a long-term plan to ‘drinkify' snacks and vice versa under its Power of One banner?
Cross-selling in-house food and beverage brands and the ideas behind them is nothing new, but it’s obviously a weapon PepsiCo particularly fancies in its marketing/merchandising match up against Coke, although it sometimes seems that PepsiCo’s beverage/snack cup verbiage doth runneth over, blurring the lines…
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