RE: Pepsico Article19 Apr 2021 15:30
Love this -
PepsiCo tested the Mirriad concept on eight Univision telenovelas, according to Brady, initially focusing on the Pepsi brand before broadening use cases to Quaker, Lay's and Mountain Dew. The company is now in discussions to bring Mirriad's tech to its Latin American and European markets.
"Because it's digitally inserted, we can adapt the creative," Brady said. "If it's an older piece of content, it might be an older package; this offers us the opportunity to update the assets to be very current and to the right message that we're trying to speak to now, and ideally, to be able to serve specific messages based on targeting cues as well."
In the same way that startups lend PepsiCo outside know-how needed to navigate a fast-changing market, PepsiCo can give fledgling businesses greater reach and exposure that would otherwise be difficult to achieve.
"One of the bigger challenges of working with a partner like Mirriad is they're still a nascent technology and they need help building out their content slate," Brady said. "They were able to bring to us the relationship that they had built with Univision, but as we look to continue to scale this, we've brought and made those relationship connections with some of our bigger partners."