Red Bull has done it. GoPro and Marriott are doing it. And for major brands, building a content studio is becoming an integral part of the strategy as they look to attract users for reasons other than product. One such brand — Pepsi — is no exception.
Over four years ago, Pepsi began focusing on entertainment – music, specifically – in an effort to form an emotional connection with listeners that made them think of it as a brand and product woven into the music, concert and party-going atmospheres.
“We recently did a global survey about what consumers feel about Pepsi… and it was so fascinating,” said Kristin Patrick, chief marketing officer at Pepsi, in an on-stage interview at Digital Entertainment World earlier this month. “When we asked [the survey participants] what the next product [they] want[ed] from Pepsi, the answer was not another carbonated soft drink. It was we want content from you guys, we want you to curate music for us. They even went as far to say that they would buy apparel from us.”
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