PepsiCo marketing chief Wakely says brands must cut through fragmented consumer attention

• PepsiCo executives outlined a consumer engagement model built around five behaviors to sharpen marketing effectiveness in a fragmented media environment.
• Chief Consumer and Marketing Officer Jane Wakely flagged “over 10,000” daily messages per consumer, raising the bar for attention capture.
• Strategy centers on “five Ss”: scrolling, streaming, searching, shopping, sensing, with sensing tied to experiential brand activation beyond packaging.
• Wakely pointed to Formula 1 as a platform for “authentic” performance-linked marketing, citing drivers’ hydration loss as a Gatorade use case.
• Management also emphasized building the PepsiCo corporate brand to lift trust and reputation in a “house of brands” structure.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. PepsiCo Inc. published the original content used to generate this news brief on September 23, 2026, and is solely responsible for the information contained therein.