How an omnichannel strategy scored big for PepsiCo
The challenge: Capitalizing on Super Bowl stock ups
The Super Bowl is a prime opportunity for snack and beverage brands to maximize their sales while customers are stocking up for the big game day. PepsiCo wanted to take advantage of this peak occasion, driving awareness and consideration among shoppers.
The solution: A winning Omnichannel playbook
To maximize impact, we crafted a strategy that seamlessly connected with the right consumers across their entire shopping journey. We leveraged a broad mix of media channels to maximize unique reach and capitalize on the media multiplier effect — where the combined impact of multiple channels is greater than the sum of its parts, driving stronger results than single-channel efforts.
Awareness and pre-shop research: We captured attention early with engaging social media campaigns on Meta and other third- party websites, targeting those with a high likelihood of purchasing PepsiCo products.
Start of shop & in-aisle: As customers browsed our online platforms, we leveraged display ads and paid search to ensure broad reach and guide them towards relevant products. Just as shoppers entered game-day mode, our ads on in-store digital screens, strategically placed near PepsiCo Super Bowl displays, provided a final nudge towards purchase.
Check out: As shoppers loaded up their virtual carts on our platforms, we strategically placed Sponsored Products listings featuring PepsiCo products directly at checkout. This final touchpoint reminded shoppers of their game-day needs and inspired impulse purchases, driving incremental sales right at the point of conversion.
Results: The lasting impact of omnichannel
The results were a touchdown for PepsiCo. Our omnichannel approach demonstrated the power of cross-channel synergy:
2x greater incremental ROAS: This campaign drove a 2x higher return on ad spend compared to single-channel benchmarks.
Increased spending & sales: Customers that were exposed to all three channels (offsite, onsite, and in-store) spent 16% more and drove 23% more sales than other audience segments.
This campaign proves that a well-executed omnichannel strategy can significantly amplify brand impact and drive tangible results. By meeting customers at every touchpoint with a consistent and compelling message, we helped PepsiCo win big on game day and beyond.
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The heat is on: How to connect with Canadian shoppers this summer
Summer in Canada: it's more than just sunshine, blue skies, and long weekends. It's a golden opportunity for brands that understand the unique needs and desires of Canadian shoppers as they embrace the warmer weather. Let's dive into the key consumer trends that will help you connect with Canadian shoppers and drive sales this summer
As routines change and days stretch out, so do consumer priorities. One major shift in consumer behaviour is the rise in online sales during the summer months. From 2023 to 2024, online sales during the summer months grew by 9% (Internal Loblaw data, 2024). This suggests that consumers are increasingly embracing the convenience of online shopping while maximizing their time enjoying the summer weather. Instead of spending precious sunny days in crowded stores, some shoppers may opt to browse and buy from the comfort of their patios, poolside, or even on vacation. This presents a prime opportunity for brands to optimize their online presence and capture a larger share of the market by catering to this desire for seamless, convenient shopping experiences.
This shift towards online shopping during the summer months is just one piece of the puzzle. Let's dive into the broader seasonal trends that are shaping consumer behaviour this summer.
