Pepsi 2015 Annual Report Download - page 9

At the same time, we continued to pioneer
new forms of consumer engagement,whether
it was Gatorade and Mountain Dew leveraging
virtual reality technology to put fans in the
shoes of their favorite athletes, or our PepsiMoji
campaign that engaged millennials in Canada,
Russia and Thailand. We also received wide-
spread recognition for innovative content
creation that puts our brands at the center of
popular culture, from our breakthrough part-
nership with Fox’s hit television show “Empire”
in the U.S., where we collaborated ona three-
episode storyline in which one of the show’s
stars records a song for a Pepsi ad, to Pepsi
MAX giving us all a glimpse of the future by
featuring a soccer match played with help
froma drone flyingoverhead.
Building new capabilities
To advance our commercial agenda, we are
building new capabilities that are translating
into concrete results. We more than doubled
our e-commerce business in China last year,
and we have launched a global e-commerce
team to help ensure we win the future online.
Our R&D and design teams are creating the
future of on-demand nutrition with our Hello
Goodness vending machines, which provide
a wide range of good- and better-for-you
choices for consumers on the go. We are
unleashing culinary innovation far and wide
with our PepsiCo NSPIRE mobile kitchen.
Andwe are reimagining fountain equipment
with Stubborn Soda, pouring craft beverages
while expanding our foodservice footprint.
All of these steps, combined with our
advantaged brand portfolio, helped drive
continued foodservice momentum in 2015.
Weadded more than 5,000 Subway locations
to our customer portfolio across Canada, the
UK, the Netherlands and India; won several
new customers in the emerging fast-casual
channel, including Pollo Campero, Wing Zone
and Rise Pies; and geared up for the upcom-
inggrand opening of Shanghai Disney Resort,
where PepsiCo will have exciting brand inte-
grations and beverage innovations to enhance
the guest experience.
We continued to capital-
ize on the emergence of
the craft soda space with
the launch of Stubborn
Soda and our latest
fountain innovation.
Pepsi MAX introduced its
fi rst global campaign—
Genius— with the launch
of “Drone Football,”
garnering more than
40million views across
all platforms.
strong year, accounting for $1billion of this
growth. In fact, our beverage business drove
more growth than any other large F&B manu-
facturer in the U.S. in 2015.
A commitment to brand building and innova-
tion drove this strong 2015 performance — and
that commitment will underpin our commer-
cial agenda in the years to come. Around the
world, we launched terrific new products and
powerful new campaigns. Leveraging Mtn Dew
Kickstart’s rapid success in the U.S., where it
has quickly surpassed $300million in 2015 esti-
mated annual retail sales, we have expanded
the lineup to include six new flavors and are
rolling it out internationally in countries such
as Canada andSaudi Arabia.
We also strengthened our delicious
lineup of Sunbites snacks and continued to
scale the brand in the Middle East and Asia-
Pacific, meeting the needs of consumers
who are looking for more nutritious choices.
In China, we capitalized on our strengths
across categories to create a breakthrough
new product — Quaker High Fiber Oats Dairy
Drink — that combines oats and dairy into a
great- tasting, nutritious beverage that is sold
to consumers online.
Across Europe, we formed a food and
beverage partnership with the UEFA
Champions League, one of the world’s most
prestigious soccer properties, which unlocked
powerful new platforms for consumer engage-
ment and in-store activation. And in Latin
America, we signed a distribution agreement
with Starbucks for ready-to-drink coffee
beverages, building on our highly successful
partnership in the U.S.
2015 ANNUAL REPORT 7