Summary: PepsiCo launched FLVR, a TikTok-based food entertainment channel, to engage Gen Z and millennial consumers and expand Frito-Lay's presence in mealtime occasions.
Key Takeaways:
FLVR's Success: The channel has amassed over 1.6 million followers and 6.6 million likes since its launch, surpassing the following of Frito-Lay and Doritos' brand accounts.
Content Strategy: FLVR features both PepsiCo-produced cooking recipes and consumer-generated content, promoting authenticity and diversity.
Consumer Insight: 74% of Doritos buyers report using the brand as a cooking ingredient, indicating a pre-existing trend that FLVR aims to leverage.
Media Strategy: FLVR serves as an owned media platform, allowing PepsiCo to build a direct relationship with consumers and promote cross-selling and upselling.
Trends:
Social Media Marketing: Leveraging TikTok to engage younger demographics and promote brand awareness.
Authenticity and Diversity: Focusing on organic content and diverse creators to resonate with Gen Z and millennial consumers.
Consumer-Generated Content: Encouraging user participation and creating a community around food and snack-based recipes.
Owned Media: Building internal media capabilities to reduce reliance on retail media platforms and control brand messaging.
Consumer Motivation:
Interest in cooking with snacks: Many consumers, especially younger generations, are already using PepsiCo snacks as ingredients in their recipes.
Desire for new and creative recipes: FLVR provides inspiration and ideas for incorporating snacks into meals.
Engagement with brands on social media: Consumers enjoy interacting with brands on platforms like TikTok, which offers a fun and engaging way to learn about products.
Driving Forces:
CEO's Growth Objective: PepsiCo's CEO has identified expanding Frito-Lay into more mealtime occasions as a key growth strategy.
Changing Consumer Habits: Younger consumers are increasingly using social media for recipe inspiration and are open to experimenting with unconventional ingredients.
Effectiveness of Owned Media: Building a strong owned media presence allows PepsiCo to control its brand narrative and engage directly with consumers.
Target Audience:
Gen Z and Millennial Consumers: The primary target audience for FLVR, who are active on social media and open to experimenting with food.
Foodies and Cooking Enthusiasts: FLVR appeals to those who enjoy cooking and are looking for new and creative recipe ideas.
Conclusions:
FLVR has been successful in engaging Gen Z and millennial consumers and promoting PepsiCo's snack brands.
The platform has proven to be an effective tool for building brand awareness, driving product sales, and expanding Frito-Lay's presence in mealtime occasions.
Implications for Brands:
Embrace social media: Brands should consider leveraging social media platforms like TikTok to reach younger audiences and build authentic connections.
Invest in owned media: Developing owned media channels can help brands control their messaging and create a direct relationship with consumers.
Focus on consumer-generated content: Encouraging user-generated content can foster a sense of community and promote brand loyalty.
Implications for Society:
Changing food culture: FLVR is contributing to a shift in food culture, where snacks are increasingly being used as ingredients in cooking.
Promoting creativity and experimentation: The platform encourages users to experiment with new flavors and ingredients in their kitchens.
Positive impact on brand perception: By showcasing diverse creators and promoting inclusivity, FLVR can enhance PepsiCo's brand image among younger consumers.
Big Trend:
The use of social media and owned media platforms to engage consumers, promote products, and drive sales is a growing trend in the food and beverage industry. FLVR is a prime example of how brands can leverage these platforms to connect with their target audience in an authentic and meaningful way.
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