Insight Sources: Broadcast insights estimated by Podchaser.
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Bakery | Agency Profile, Contacts, AOR, Client Relationships
Service: Advertising
- Main Telephone
- (512) 766-1176
Primary Address
1301 S I-35 Frontage Road
Austin,
TX
78741
USA
Bakery Contacts
Contacts (4)
Name | Title | State | ||||||||||||
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Micky O. | Chief Creative Officer & Principal | TX | ||||||||||||
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Hector S. | Chief Financial Officer & Chief Operating Officer | TX | ||||||||||||
Rodrigo R. | Director, Creative | TX | ||||||||||||
Jacqueline T. | Senior Vice President, Accounts | TX |
WinmoEdge
Pepsi updates packaging, announces 125th anniversary campaign (Score 31)
Sales lead: The brand is planning a major marketing push for fall 2023, so start reaching out now to offer ad space.
- Pepsi just announced it is rebranding with a complete visual overhaul.
- This includes new packaging, fountain & cooler equipment, trucking fleets, dining, and fashion.
- The rebrand coincides with Pepsi's 125th anniversary, and it is planning a major marketing push this fall to go alongside it.
Pepsi's target demographic: Gen-Zers & millennials
The brand will likely:
- Ramp spend up until and through the fall marketing push
- Increase promotional activity
- Seek agency assistance to promote the rebrand and anniversary
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Pepsi spent around $3.7k on national TV ads YTD, a drastic decrease from $29.9m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend dropped by 28% from $59.4m in 2021 to $43m in 2022.
- 2022 ad programming: It placed ads during programming such as NFL Football, Ridiculousness, The Office, NFL Live, and NCIS.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Pepsi spent around $7.5m on digital display ads YTD, a huge increase from $923.5k spent in this channel during the same time period of 2022.
- YTD data: 1b impressions via Facebook (50%), Instagram (48%), and mobile display (1%).
- 2021-2022 spend: Full-year spend fell by 15% from $30.5m in 2021 to $25.8m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, nfl.com, youtube.com, and nba.com.
Additional channel insights
- Vivvix: Pepsi also invests in OOH, radio, and local broadcast.
- It holds media planning discussions in Q2, and it buys during Q1.
- Top podcasts sponsored: Something You Should Know, The Dollop with Dave Anthony and Gareth Reynolds, Fresh Air, and The Dan Le Batard Show with Stugotz.
Agency analysis:
- Opportunity: Get in touch to see if you can help Pepsi with any of its projects.
- Current roster:
- Goodby, Silverstein & Partners: creative AOR
- BBDO Worldwide: creative AOR
- OMD: media buying & planning
- Bakery: creative
- Syndicate Sub Rosa: creative
- Kepler Group: digital:
- GMR Marketing: creative, digital, social, & PR