PEPSICO AMENA: The role of packaging in brand activation
Hossam Dabbous, Senior Marketing Director of Carbonated Soft Drinks, Middle East and Afriday (MEA) region and Asmaa Quorrich, MEA Senior Marketing Manager, Cola and Malt were discussing the role that packaging played in the brand activation strategy for the Pepsi brand. Packaging for PepsiCo is a focus area for sustainability, but more importantly it could also help drive volumes, reinforce brand image and act as an entry point in markets. While packaging and designs take approximately two months from planning to production, labels for PET (polyethylene terephthalate) bottles took longer and the challenges were to determine the objective of packaging, make sure to keep it relevant to local markets and produce the right quantities so that the special packages were sonsumed in the promotion period. The lead time for these activities was normally six months. The meeting between Hossam and Asmaa was called to understand which stock keeping unit (SKU) PepsiCo thought they could leverage to increase profitability and reinforce brand equity using innovative packaging designs and concepts.
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