PEPSICO POWER OF ONE CAMPAIGN SPOTLIGHT
PepsiCo Tops $17M in Incremental Sales with Holiday Cross-Brand Promotion
Redemption Units Moved
in Incremental Sales
Incremental Return on
Average Units Purchased
— 01 The Opportunity
For the holiday season when consumers seek variety more than other times of year, the PepsiCo Power of One team sought a promotional campaign to drive basket size through cross-purchasing of Pepsi beverages and Frito-Lay snacks. This effort would support PepsiCo’s retail partners as well as its portfolio of brands while providing value for consumers during the holiday season.
— 02 The Challenge
While PepsiCo’s unified campaign aimed to drive volume across the brand portfolio, it was also critical to consider the merchandising needs for the shopper teams.
Succeeding during intense holiday competition would require that any offers not shut off due to prematurely reaching their quota of activations.
— 03 The Strategy
The campaign featured an offer of $3.00 off the combined purchase of any five qualifying Pepsi or Frito-Lay brand items. To ensure sufficiency throughout the holiday season, PepsiCo leveraged Quotient’s duration-based approach to digital promotions.
Promotions built on this model receive unlimited shopper activations over the full offer duration, giving brands confidence that their offers will remain live in support of strategically aligned retailer merchandising events and other omnichannel activations.
— 04 The Results
The PepsiCo Power of One team’s holiday campaign achieved outstanding results, moving more than 3 million redemption units, gaining over $17 million in incremental sales and exceeding $8 in incremental return on promotion spend.
Both redeemers and non-redeemers alike purchased Pepsi and Frito-Lay products. Consumers who activated the offer but did not meet the purchase requirements still bought two units on average, while those who met the threshold purchased nearly 10 units on average.
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