Brands in Culture

Brands have for a long time tried to become part of culture through their marketing, with most strategies hoping to create a clearer connection between people and the brands they use. At the same time, wider culture also affects marketers more directly.

PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand

The soda-maker says it can translate cultural relevance into sales volume.