After a North American summer in which PepsiCo shelved its entire marketing strategy, the soft drinks & snacks giant is getting back on track in time for the new NFL season. Sporting calendars have faced unprecedented disruption, and NFL players are returning to empty stadiums with the real possibility the 2020-21 season may not make it all the way to next February’s SuperBowl. Amid the uncertainty, PepsiCo – which has sponsored the NFL through the Pepsi brand since 2002 – has launched a campaign that targets consumers watching from their front rooms instead of in the stadium or at a tailgate party. The activation also follows a structural overhaul last year at PepsiCo Beverages North America that created four regional hubs, giving marketing teams a brief to build “hyper-localised” programming. Yesterday, just-drinks spoke to Umi Patel, CMO for PBNA’s north division, about tailoring experiences for fans of different teams, why PepsiCo is front-loading its marketing spend and the enduring appeal of the fan can.

Stay informed for just £1! *

Get access to unbiased and data-driven news with a subscription to Just Drinks.

What’s included in your subscription:

  • Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
  • Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot
    beverages
  • Unrivalled drinks industry comment from Dean Best, Jessica Broadbent and leading sector specialists