Pepsi 2012 Annual Report Download - page 26

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24 2012 PEPSICO ANNUAL REPORT
Aggressively Building
New Capabilities
Brand Building
In 2012, we signicantly stepped
up our advertising and marketing
investments, with a focus on 12
megabrands: in beverages, Pepsi,
Mountain Dew, Sierra Mist (in the
U.S.) and 7UP (outside the U.S.),
Lipton ready-to-drink teas and
Mirinda; in snacks, Lay’s, Doritos,
Cheetos and SunChips; and in
our nutrition business, Quaker,
Tropicana and Gatorade.
We launched bold new brand
positioning with our global Pepsi
“Live for Now” campaign and fresh
Tropicana messaging in North
America and Europe; upped our
game in digital marketing with the
Lipton Brisk Star Wars game app
for mobile phones; and placed rst
on the Ad Meter rankings for Super
Bowl XLVI with Doritos fan-created
commercials.
“DO US A FLAV OR”
Our “Do Us A Flavor” contest—
which invites consumers to submit
avor ideas—began in the U.K. and
has since been lifted and shifted
to 17 markets, including Australia,
Egypt, Poland, India, South Africa
and Saudi Arabia. In 2012, to mark
the 75th anniversary of Lay’s, we
launched the “Do Us A Flavor” cam -
paign in the U.S., receiving nearly 4
million fan submissions in response.