PepsiCo Marias Gamesa and Chokis Cookie Brands Level-Up Cookieless Connections
PepsiCo is preparing for a cookieless future with investments in its consumer video targeting.
The company’s subsidiary that includes the Marias Gamesa and Chokis snack brands is leveraging technology from Lotame to improve its consumer marketing targeting and performance, and partnered with media agency Anagram to develop a strategy extending addressability across devices.
As part of this, custom audience segments were created for both brands that used a mix of demographic and interest data, with both cookie and cookieless segments created for testing. Cookieless audiences used Lotame’s technology to reach PepsiCo’s audiences across all programmatic inventory without relying on third-party cookies or authenticated traffic, and both audience sets were shared with the brand’s DSP MediaMath for targeting.
In doing so, the cookieless audiences exceeded the brand’s 75% video completion rate (VCR) benchmark and cookie performance across all browsers and devices, according to Lotame. It also resulted in 42% more unique individuals reached vs. with cookies.
“In Chokis, one of our most loved brands, digital transformation is one of our main priorities to continue being relevant for our consumers,” said Paola Ortiz, brand senior director, Pepsico Mexican Foods, in a statement. “As a fun and dynamic brand focused on millennials, we are looking and developing new ways to connect creating outstanding content assuring to reach key audiences.”
- See also: Mapping Your Consumer Data Strategy
“In Marias Gamesa our priority is always to be consumer obsessed to build brand love in every action that we do. Digital transformation has been a key enabler in the past years to create a more empathic and close relationship with our consumers and audiences,” added Daniel Díaz, brand senior director, PepsiCo, noting that the partnership has enabled them to engage in more personalized and innovative ways — “and most of all a key part of the mindset evolution in our marketing team to face a more complex world."
