Patricia Fernandez-Feo From PepsiCo: Why We Build Memorable Experiences For Consumers

An important part of PepsiCo’s efforts to reach consumers is devoted to mobile devices, capable of bringing customized, personalized programs to specific audiences, according to Patricia Fernandez-Feo, LatAm Senior Marketing Manage in the Nutrition-Beverages category“Digital will always be where we invest the most. Another thing is how we innovate. We build experiences with consumers, which means we don’t just sell products because they serve some purpose, but by showing people how great it will be to have those products become part of their lives. That makes them really favor our brand, because they see we’re listening to their needs.”She added that in 2018, the big communication trends will be artificial intelligence (AI), big data as the key to understanding consumers, and all mobile devices.