PepsiCo 2009 Annual Report

Building Personal Connections

As our culture evolves, so do the habits of consumers. They are connecting online via social networks, sharing pictures and stories on Facebook®* and following events and news via their friends on Twitter.®* To compete in this space, we are focusing on talented associates who understand the preferences of the interactive consumer. We are building a community of digitally savvy associates who are using social media to connect with one another and draw us and our brands into the cultural conversation.

Our brands are building connections with digital influencers to further our cultural relevance. Early in 2009, Quaker launched the Start with Substance campaign, where Americans who ate a nutritious, affordable breakfast of Quaker Oatmeal could also "fuel it forward" to less fortunate families. For every purchase of Quaker hot cereal recorded at the Start with Substance Facebook page, Quaker donated one bowl of wholesome oatmeal–up to 1 million bowls—to the organization Share Our Strength.

In Brazil, the Doritos marketing team wanted to spice things up as it launched a new flavor to reinforce the brand as "the coolest and most social snack" among teens and millennials. It created Doritos Sweet Chili and built credentials through an attention-grabbing design and digital experience that consumers could share with friends. The team created an on-pack digital experience featuring toy art characters called Doritos Lovers. It then invited consumers to use an Augmented Reality Code to release their Doritos Lover at a dedicated website. When they place the pack in front of a webcam, a "nice" (sweet) or "naughty" (chili) creature comes alive on the screen.

Programs like these place our global brands at the center of popular culture, where they can continue to energize new generations of consumers.

* ® Registered trademark of Twitter, Inc. and Registered trademark of Facebook, Inc.

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