MENTALitalianO
Description: tactics to balance a dominant image culture
July 11th, 2016 by Kris
From drinks to content: Pepsi invests heavily in content production – not as mere branded content for advertising their branded bubbly drinks, but as a business model that leverages the popularity of the brand. The drink is the product consumers pay for. While media houses pay for branded content, which consumers like all along with the drinks. The drink becomes an advertisement for the content and the other way around.
PepsiCo, the food and beverage manufacturer, believes its new in-house studio – called the Creators League – could soon help its major brands “fund their own marketing” by selling content to media companies.
MENTALitalianO