Dive Brief:
- PepsiCo Foods has introduced a new line of products in collaboration with popular creators Madison Beer, iShowSpeed, and Dude Perfect, as reported by Marketing Dive.
- Named Flavor Swap, the products combine different flavors from PepsiCo’s portfolio and are available for purchase on TikTok Shop, with a nationwide launch planned for March.
- This unique collaboration aims to engage Gen Z consumers on social media platforms like Instagram and TikTok, bridging the gap between creator content and online shopping.
Dive Insight:
The launch of PepsiCo Foods’ Flavor Swap platform highlights the impact of social media campaigns on product development and marks the company’s debut on TikTok Shop, a platform that has revolutionized how brands connect with Gen Z customers.
According to Chris Bellinger, chief creative officer at PepsiCo Foods U.S., Flavor Swap represents a series of firsts, from remixing iconic flavors to collaborating with influencers to create new product combinations.
Each Flavor Swap product features a unique pairing, such as Madison Beer with Lay’s Sweet Southern Heat Barbecue on Cheetos Crunchy, iShowSpeed with Ruffles Cheddar & Sour Cream on Doritos, and Dude Perfect with Doritos Cool Ranch on Ruffles.
As part of its marketing strategy, PepsiCo recently announced price reductions on popular snacks like Lay’s, Doritos, and Cheetos to stimulate consumer demand amidst economic challenges.
Flavor Swap leverages insights on consumer behavior, with 68% of Gen Z making direct purchases from social platforms and 74% of U.S. consumers buying products based on influencer recommendations.
Additionally, the flavor combinations are based on popular trends, with Doritos Cool Ranch, Ruffles Cheddar & Sour Cream, and Lay’s Sweet Southern Heat Barbeque catering to consumer preferences.
While Flavor Swap is PepsiCo’s first social-first campaign for a product launch, the company has been increasingly focusing on social media marketing efforts. PepsiCo’s U.S. beverages division has strengthened its partnership with VaynerMedia, a social-first agency, and brands like Poppi have utilized a social-first approach in their advertising strategies.