Transforming a cost center into a profit center.
Much like many other large brands and groups, PepsiCo launched its own internal content studio recently. Staffed by a 7-person team, it is able to pump out short and longer form content on a daily basis.
What seems to set this one apart is the strategy behind it.
Brad Jakeman, president of the Global Beverage Group at PepsiCo, has a bold vision in how PepsiCo brands should approach content production: making money from it, not spending it.
Yes, you read that right.
The idea is that if the branded content produced is valuable enough and of interest to a large enough audience, it is an asset that can be sold to media properties and publishers.
Then end goal is quite bold indeed: “My ultimate goal is for our billion-dollar brands to actually fund their own marketing, so that we leverage the equity of the brand to produce content which we then sell [and] which we can then put back into the marketing for those brands,” says Jakeman.
Pepsi, Gatorade, Doritos, what if all those brands created relevant content that you want to watch, and that you could watch on your usual media properties?
This is a 180 degree shift, where the people that bought media in the past are now in the market selling content.
Can your brand become a content seller? Can it become a content platform itself and sell content to others? Reach out to us if you would like to explore this further.