- PepsiCo is launching new virtual reality-based content for Mountain Dew that takes consumers into the world of pro athletes like Dale Earnhardt Jr. and pro skateboarder Paul Rodriguez.
- Virtual reality has "tremendous power" as "a way to engage with consumers on a much deeper level," according to PepsiCo's director of brand marketing for Mountain Dew, Sadira Furlow. "We're proud to be among the first users adopting this technology, helping to shape the future of creative storytelling and enable more immersive experiences for consumers." By creating VR content, PepsiCo is expanding from being a consumer packaged goods producer to also being a media company.
- According to Ad Age, PepsiCo is also launching a new brand called 1893, named for the year Pepsi Cola's predecessor, Brad's Drink, debuted. Though soda sales have been falling, the company continues to innovate with new soda products like Caleb's Kola and Stubborn Soda.
PepsiCo is still one of the first food and beverage companies to adapt virtual reality in its marketing campaigns, though it wasn't the first. Nestle's Nescafe brand recently worked with Google to develop the Nescafe 360 app, which transports consumers into Brazilian coffee fields. Jim Beam also used virtual reality to simulate consumers' experience as a whiskey shot traveling through a distillery.
These companies recognized the power of immersing consumers into an entirely new world created by the company.
"It's arguably more immersive," said Dan LaCivita, CEO of Firstborn, which developed Mountain Dew's VR content. "When you put on the goggles, it's different from seeing it on your TV. I think a lot of the previous (marketing content) experiences have been passive. We believe that everything is moving from a passive to a more interactive experience."
As for 1893, the move is in line with recent premium cola brand introductions to fit with its mainstream signature brand.