PepsiCo’s U.S. beverages division is strengthening its partnership with VaynerMedia in a move aimed at reimagining the in-house agency model for the future, the company shared with Marketing Dive. The collaboration combines PepsiCo’s internal brand-building and strategic capabilities with VaynerMedia’s expertise in social media activation, allowing the beverage giant to move faster and create more […]

Sprite is once again turning up the heat—this time shifting focus from the temperature-driven messaging of its “Turn Up Refreshment” campaign to the rising global obsession with spicy flavors. With Gen Z leading the way—nearly half of them reportedly indulging in spicy food at least once a week, according to the brand—Sprite is embracing bold […]