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PepsiCo’s New Definition Of Relevance
PepsiCo's approach highlights the necessity for brands to adapt to evolving consumer expectations, emphasizing the importance of relevance in their offerings. As preferences shift towards health, functionality, and value, brands must continuously redefine their strategies to align with these changing demands to maintain consumer loyalty.
Brand Strategy Insider: In 1967, the song “San Francisco” by Scott McKenzie described “a whole generation, with a new explanation.” The line still captures a central challenge for brands today. Customers continually redefine what they want from the products they choose: more health, less sugar, greater functionality, better value, or simply a better fit for the moments in which they consume them. For beverage brands, these changing expectations are reshaping what relevance means.
PepsiCo's insights into adapting brand strategies to evolving consumer expectations are significant for the industry, though the concept of relevance is not entirely new, making it moderately novel yet highly relevant for brand strategy professionals.