Look at PepsiMoji today and the original criticism still holds — generic emoji, weak branding, five-second spots that disappeared. The execution was flawed. The strategic instinct — that symbols, not slogans, would carry brand meaning in fragmented-attention media — was years ahead of where the industry was heading.
PepsiCo built a system for change four decades ago. Four reinvention rules — retire and replace, portfolio over brand, cohort over flavor, snack-funded experimentation — that have kept the company adapting faster than its category.
PepsiCo's longest-running nonprofit relationship is with Feed The Children, supported through product donations across more than a decade. The story most corporate partnerships never get to tell is the long arc — what compounds when companies commit beyond the campaign.
How Dunkin' built one of America's most visible consumer brands. Ownership, timeline, the 2018 rebrand, crisis comms, criticism, the Charli D'Amelio playbook, and Dunkin' in AI search.
Mondelez became a $36B snacks business. Kraft Heinz took a $15.4B impairment. The naming risk that mattered in 2012 was translation. The risk that matters now is retrieval.
Is someone squatting on your company's name on Twitter? Is someone sending out unauthorized tweets in your company's name? It's happened to other companies, and it could happen to you.