PepsiCo's new Flavor Swap platform is changing how they launch products, focusing on social media to connect with Gen Z. It's the company's first product launch on TikTok Shop, a shopping platform that is popular with younger consumers.
The new products combine famous people with unique chip flavors: singer Madison Beer with Lay’s Sweet Southern Heat Barbecue on Cheetos Crunchy, streamer iShowSpeed with Ruffles Cheddar & Sour Cream on Doritos, and the sports-comedy group Dude Perfect with Doritos Cool Ranch on Ruffles.
This marketing push also comes after PepsiCo announced plans to lower prices on popular snacks like Lay’s, Doritos, and Cheetos by nearly 15%. They hope this helps boost sales among consumers who have been cutting back due to economic challenges.
The Flavor Swap campaign targets Gen Z by using platforms where they shop and interact with influencers. According to PepsiCo, 68% of Gen Z buys directly from social media, and 74% of U.S. consumers buy products recommended by influencers.
This is PepsiCo’s first time launching a product this way, but they've been focusing more on social media marketing. Last year, their U.S. beverages team worked more closely with VaynerMedia, a social-first agency, and even used social-first ads for Poppi during the Super Bowl.
Executive Statement
According to Chris Bellinger, chief creative officer at PepsiCo Foods U.S., flavor Swap is a campaign full of ‘firsts.’ The first time they have remixed these iconic flavors onto unexpected chips. The first time they teamed up with some of today’s biggest tastemakers to help them launch and put their own spin on PepsiCo’s legendary brands. The first time they have executed a truly social-first campaign to debut an iconic flavor drop.