Performance With Purpose: The Promise Of PepsiCo 1

3Sustain or improvebrand equity scores forPepsiCo’s 19 billiondollarbrands in the top10 markets.The reputation and performance of ourbrands are critical to building brandequity scores. We have sustained or grownbrand equity in the majority of the topmarkets for most of our 19 billion-dollarbrands. Driving these overall positiveresults have been very successful consumerengagement programs on ourbillion-dollar brands across the globe,such as the “Do Us a Flavour” competitionsin the U.K. (Walkers), theNetherlands (Lay’s) and India (Lay’s).These programs allow consumers tohave a say in selecting new flavorsintroduced by the brands, through textand online messages. Mountain Dewdeveloped a partnership with consumersin the DEWmocracy 2 campaignto create three new DEW flavor innovations.And through the GatoradeMission Control social media platform,which tracks online sports performanceconversations in real time andthen uses the information to deepenconsumer engagement, we are able toadjust marketing plans and influenceproduct innovation.Gatorade’s Mission Control monitors, reactsand engages with consumers in real time acrossthe social web, building awareness of the brand.22 PepsiCo, Inc. 2010 Annual Report