Pepsi 2010 Annual Report Download - page 23

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22 PepsiCo, Inc. 2010 Annual Report
3
Sustain or improve
brand equity scores for
PepsiCo’s 19 billion-
dollar brands in the top
10 markets.
The reputation and performance of our
brands are critical to building brand
equity scores. We have sustained or grown
brand equity in the majority of the top
markets for most of our 19billion-dollar
brands. Driving these overall positive
results have been very successful con-
sumer engagement programs on our
billion-dollar brands across the globe,
such as the “Do Us a Flavour” competi-
tions in the U.K. (Walkers), the
Netherlands (Lay’s) and India (Lay’s).
These programs allow consumers to
have a say in selecting new flavors
introduced by the brands, through text
and online messages. Mountain Dew
developed a partnership with consum-
ers in the DEWmocracy 2 campaign
tocreate three new DEW flavor innova-
tions. And through the Gatorade
Mission Control social media platform,
which tracks online sports perfor-
manceconversations in real time and
then usesthe information to deepen
consumer engagement, we are able to
adjust marketing plans and influence
productinnovation.
Gatorade’s Mission Control monitors, reacts
and engages with consumers in real time across
the social web, building awareness of the brand.