Case Study: PepsiCo Continually Refreshes With Billion Dollar Brands

Branding Challenges

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PepsiCo, first created in North Carolina in 1898, today encompasses 22 Billion Dollar Brands.

Several of these may surprise a consumer for PepsiCo’s breadth of the global food and beverage industry: Pepsi, Lay’s, Mountain Dew, Gatorade, Tropicana, Diet Pepsi, Pepsi Max, 7up, Doritos, Quaker, Cheetos, Mirinda, Lipton, Ruffles, Tostitos, Aquafina, Brisk, Sierra Mist, Fritos, Diet Mountain Dew, Starbucks, and Walkers.

As part of its commitment to responsible sourcing, PepsiCo spends about $1 billion a year with diverse suppliers that are minority- or women-owned enterprises, such as printing services from Marfield Corporate Stationery.

Over the years PepsiCo has offered its employees business cards, corporate stationery, employee recognition and marketing collateral through Marfield’s private-branded online stationery store, and allows checkout using credit cards or invoicing punchout with ARIBA or SAP.

PepsiCo projects an image of fresh, youthful energy, and continually updates its various brands to reinforce their relevancy in the market.

Giving Employees a Choice of Branding

Marfield provides a customized print identity program and private-branded online stationery store to serve PepsiCo’s needs, and ensure their printed identity products maintain their current branding.

PepsiCo business card users can select up to five brand logos that are relevant to their line of business. These brand logos display on standard business cards that otherwise feature the standard Billion Dollar Brands/Performance with Purpose backside.

“Our brands are successful because diverse suppliers, like Marfield, share our values and deliver value every time!” said Laura Griswold, Manager, Specialty Graphics at PepsiCo.

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