The shift was prompted by evolving priorities in light of the pandemic and a 5,000-person survey that the company did with Ipsos between March and May 2020, Lyons said.," found that 80% of respondents say that it's important that brands revise the tone or style of their advertising and communications during the pandemic.and put its marketing dollars elsewhere.
"It would be tone-deaf right now if you got a bottle of Pepsi that said 'Suns out, Buns out,'" Lyons said. "[We] gave some people something to feel good about — in an authentic way — because Pepsi is part of a lot of restaurant experiences and we want to help those restaurants and those employees." According to the survey, consumers also expect companies to support their workers, other businesses, and the community by providing salary and sick leave support to employees ; manufacturing essential resources ; helping local businesses that are struggling as a result of the crisis ; being transparency about how they are keeping employees safe ; and donating to communities in need .
Lyons said that that the topic was also close to his heart, as he lost his wife to a battle with brain cancer shortly before he became Pepsi's CMO in 2017. He said Pepsi was keeping its employees top of mind by moving some of its marketing spending into operations, keeping employees safe, and increasing their pay.
"We are all going through something that is life-changing with this pandemic," he said. "And having been through a life-changing event myself a few years ago, I know that you are a different person coming out of it."
They are going to move entirely into social media marketing and a much more prominent delivery service. Too bad they never will be as good as drpepper
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