Pepsi pioneers personalization amidst fierce competition
By Felicia Nwosu
As part of a move to deepen consumer engagement and beat fierce competition through innovative technology, PepsiCo’s brands, Gatorade and Pepsi have introduced an innovative Smart Can, a device equipped with wraparound digital screens, motion sensors, and accelerometers designed to personalize user experiences.
This strategic innovation comes at a crucial time as Pepsi aims to regain its competitive edge in the U.S. soda market, having recently lost its No. 2 position to Dr. Pepper.
The interactive gadget, though soda-free, according to the brand, serves as a unique portal for delivering exclusive content, such as access codes to fans. Pepsi plans to collaborate with creators to promote the Smart Can in areas like gaming, sports, music, and food. Detailed marketing plans for the Smart Can will be revealed in the coming months.
Gatorade, on the other hand, introduced the AI Hydration Coach, Anna, at Stagwell’s Sport Beach venue. This AI assistant, leveraging decades of data from the Gatorade Sports Science Institute, breaks down complex hydration science into simple, actionable advice for consumers. By democratizing expert hydration guidance, Gatorade aims to make elite athlete-level insights accessible to all.
PepsiCo’s display at Cannes Lions underscores its commitment to blending marketing, design, and technology to enhance personalization. This strategic innovation comes at a crucial time as Pepsi aims to regain its competitive edge in the U.S. soda market, having recently lost its No. 2 position to Dr. Pepper.
By pushing the envelope with the Smart Can, PepsiCo not only showcases its creative ingenuity but also sets a new standard for personalized consumer experiences.
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