Findings: PepsiCo’s in-house agency, D3, launched FLVR, a food entertainment channel, to position its snack brands as versatile ingredients for meal preparation. Leveraging TikTok and the “chaos cooking” trend, FLVR rapidly became the most popular PepsiCo brand channel on the platform.
Key Takeaway: By transforming snack brands into versatile meal ingredients, PepsiCo has redefined its image, increased brand engagement, and successfully tapped into Gen Z’s appetite for creative, at-home cooking.
Trend: Growing consumer interest in innovative meal prep content, snack-based recipe experimentation, and Gen Z's preference for short-form, Lo-Fi content on TikTok.
Consumer Motivation: Gen Z and Millennials seek creative, achievable meal inspiration that breaks up the monotony of daily cooking. They value diversity, inclusivity, and engaging, authentic food content.
What is Driving Trend: Pandemic-era shifts towards home cooking, a rise in recipe experimentation with snacks, and Gen Z’s affinity for short, relatable content on social media.
Target Demographic: Primarily Gen Z and Millennials, who are looking for fresh, versatile recipe ideas and are active on social platforms like TikTok.
Description of Products or Services: The FLVR channel, which features snack-based recipes and “chaos cooking” content from popular TikTok creators, supported by an integrated social media presence and website with personalized recipe content.
Consumer Age Range: Primarily younger consumers, including Gen Z and Millennials.
Conclusions: By creatively repurposing its snack brands, PepsiCo has expanded its consumer engagement and shifted brand perceptions, positioning snacks as meal ingredients rather than just snacks.
Implications for Brands: Brands can benefit from engaging Gen Z and Millennials through relatable, TikTok-focused content that showcases versatility, creativity, and a connection to contemporary social values.
Implications for Society: This shift towards creative meal prep content encourages consumers to be inventive with everyday ingredients, supporting a broader culture of cooking and culinary exploration.
Implications for Consumers: Consumers are inspired to explore fun, snack-based recipes, breaking free from routine meal prep and incorporating more versatility into their cooking habits.
Implications for the Future: TikTok’s influence on cooking and meal prep trends will likely grow, prompting more brands to adopt social-first, creator-driven content to build brand affinity.
Consumer Trend: Increasing interest in snack-based recipes and “chaos cooking” on TikTok.
Consumer Sub Trend: Demand for easy, versatile meal prep content that uses familiar snack brands.
Big Social Trend: Social media as a primary driver for food inspiration and experimentation, especially on TikTok.
Local Trend: U.S. consumers explore new ways to use snacks as meal ingredients, expanding meal possibilities.
Worldwide Social Trend: A global rise in snack brands leveraging TikTok and short-form video to engage younger audiences.
Name of Big Trend Implied: “Social-Driven Culinary Experimentation.”
Name of Big Social Trend Implied: “Snack-Based Cooking Creativity.”
Social Drive: Gen Z’s desire for fun, inventive, and accessible meal ideas that align with their values of inclusivity and self-expression.
Learnings for Companies in 2025: Brands should explore snack-based recipes, embrace creative content formats, and leverage social media influencers to connect with younger audiences.
Strategy Recommendations for Companies in 2025:
Develop content that shows snacks as versatile meal ingredients.
Utilize TikTok creators to generate relatable and engaging content.
Embrace the aesthetics of Lo-Fi, short-form video to appeal to Gen Z.
Final Sentence (Key Concept): "PepsiCo’s FLVR channel has successfully engaged younger consumers by transforming snack brands into versatile meal components, creating a new, social-driven way to enjoy and experiment with food."
What Brands & Companies Should Do in 2025: Brands should leverage TikTok and short-form video to showcase innovative ways to use their products in recipes, targeting younger consumers. Collaborating with influencers and adopting snack-based, versatile cooking ideas can create strong engagement and reframe brand perceptions effectively.
Comentários