Pepsi has launched PepsiMoji — a substantial marketing campaign featuring emoji-branded bottle packaging across more than 100 countries. The five-second video spot integration, the #SayItWithPepsi hashtag integration, the Ketchum and Porter Novelli PR partnership, and the broader strategic logic for Pepsi's symbolic communication strategy.
PepsiCo continues to operate as one of the more substantial portfolio reinvention machines across multiple categories. The diversified portfolio structure, the multi-category architecture, the continuous experimentation culture, the cohort-driven product development, and the broader snack-funded experimentation across Frito-Lay, Quaker, Gatorade, Tropicana, and broader beverage operations.
Periscope shut down in 2021. The live-streaming category is bigger than ever — Twitch, TikTok Live, Amazon Live, YouTube Live, Instagram Live. The Periscope failure was a product failure, not a category failure.
Branding PR firms carry the earned-media and narrative side of brand launches, rebrands, brand crises, and brand transformations — distinct from brand design agencies that build the visual identity. The category map and the firms running this work.
PepsiCo continues to operate one of the more substantial long-running nonprofit partnerships through its broader Feed The Children relationship. The Americans Feeding Americans Caravan participation, the multi-stakeholder partnership architecture with The Salvation Army and Jewel-Osco, the substantial product contribution across Frito-Lay, Quaker, Life cereal, and Sierra Mist beverages, and the broader long-running partnership effectiveness.
Skechers became a $10 billion company by systematically rejecting the assumptions that governed modern footwear marketing. Inside the marathon brand, the $9.4 billion 3G Capital acquisition, and the uncool moat.
Dad-vertising emerged as a named marketing trend when brands began featuring fathers in marketing that had previously been aimed almost entirely at mothers. The trend, what it actually revealed, and the broader household-buyer principle underneath it.
Airbnb's 2024 Icons launch turned its homepage into a public artifact of a new product category — the case study for why B2B and B2C companies redesign now.
How Dunkin' built one of America's most visible consumer brands. Ownership, timeline, the 2018 rebrand, crisis communications, criticism, and the Charli D'Amelio playbook.
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.