THE PROBLEM
PepsiCo is on a journey to embed the PepsiCo 2030 sustainability commitments into the European snacking business
Client
PEPSICO
Project Type
BRAND STRATEGY, SUSTAINABILITY
Location
Europe
THE BRIEF
To help the European snacking deliver against this goal, we needed to first understand the consumer context and then devise a simple to implement strategy that helped them navigate some of the complexities of the sustainable agenda.
Our role was to help them see what is going on from a consumer perspective and then to deliver a plan that could be rolled out across multiple brands in different markets.
The biggest barrier was complexity.
THE PROBLEM
There were some big challenges to overcome.
The PepsiCo PEP initiatives were not in consumer language
The 2030 goal is ambitious which is great but as we all know, corporate agenda’s don’t always align with consumer language - consumers don’t necessarily know what you are talking about yet.
PepsiCo have got a broad portfolio to apply the learnings to
For their team as a snacking portfolio they also have a large number of brands to apply this to, which created additional complexity in terms of roll-out.
They needed to create a common language and framework quickly
Their core team could not be everywhere, but they needed insight to guide lots of conversations and projects across the PepsiCo. PEP European snacks team.
Our task as research partner was to help PepsiCo navigate through the complexity and find a simple and inspiring story for the business to get behind.
OUR SOLUTION
We needed to build on existing knowledge in the business and augment this with fresh perspectives from consumers and experts in three European markets
To get to our sustainability strategy, we’ve gathered key insights from various sources:
Existing Knowledge
BUSINESS NEEDS
PepsiCo research (Sonic 2.0)
PepsiCo internal experts
PepsiCo internal stakeholders
+
Fresh Insight
CONSUMERS & EXPERTS
Online Ethnography
30 consumers
3x markets
90 consumers total
Expert witnesses
3 sustainability experts
3x markets
9 experts total
OUR SOLUTION
We created a simple and easy to understand strategy with key principles for the team to use going forwards
How We Did It
Using the combination of existing data and new insights, we were able to define the core challenge to overcome - that products benefits were not clear enough for consumers to see the personal benefit of making sustainable choices.
Data Synthesis
A large part of this was building on existing knowledge in the business.
This also included stakeholder interviews with key agronomists, supply chain experts and marketing managers to understand the whole picture.
Multi-market but one solution
Critical to making this a success was the ability for this to be future proofed. As such we worked in three markets all at different stages of their sustainability journey - the UK, Spain and Poland.
The solution had to deliver one universal truth that worked across all.
THE RESULTS
One European framework uniting the snacking division
“This was a high profile piece of work that was landed with extremely senior stakeholders. The work that the team at The Mix did, helped us to tell a simple and compelling story that really changed people’s minds.”
Mercedes Labiano
European Snacks, Strategic Insights
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