Pulse & Perspective | 10.7.2024

Siete Foods & PepsiCo

Earlier this month, PepsiCo announced its $1.2 billion acquisition of Siete Foods, the Garza family-owned, Mexican-American brand known for its clean ingredients.

Since the announcement, consumers have turned to social media, worried that PepsiCo will alter Siete's ingredients and include various chemicals and additives. Some have even threated to stop buying products over these concerns.

While consumer apprehension is understandable, this acquisition marks a major milestone for Siete and the Garza family.? Founded by a family impacted by autoimmune conditions, Siete’s success was built on creating low-inflammation, clean-label products like vegan refried beans, grain free chips and almond flour tortillas. By solving a personal problem, they built an empire that resonated with a broad audience and built an even stronger community from there.

This exit is a great example for emerging CPG brands: How can you stand out in a crowded market? By using an authentic story to create innovative products and create solutions for niche needs that resonate and impact a wide audience.

"Letting Gen Z Write the Script," Explained

"Brat summer is over besties, it's time to slay as you enter your historical era." If you've been scrolling TikTok lately, you've likely come across videos tagged #genzmarketing, where local businesses like car dealerships or museums feature an older colleague using Gen Z slang to promote their services.

These videos have gained millions of views, not just for being wholesome, but because they put humor and authenticity first. While a historical museum or car dealership might not usually keep up with trends, this approach bridges the generational gap and encourages connection across generations.

When companies embrace trends in a lighthearted way that makes people laugh, they create an inviting space where consumers feel encouraged to engage and learn more about their business and services.

McDonald's Chicken Big Mac

McDonald's is set to launch the limited-time Chicken Big Mac on October 10 with an integrated campaign that includes a pop-up called McDonnell's – a playful dupe of the chain – along with partnerships with live streamer Kai Cenat, a takeover of the Las Vegas Sphere, a mini-game on Zynga and more.

McDonnell's in particular taps into the popularity of dupe culture, offering fans an exclusive "surprise and delight" experience in LA with the first taste of the Chicken Big Mac.

This campaign highlights McDonald's ability to innovate and try experiences for various audiences, while staying true to its roots of a fast casual chain. From experimental activations to gaming, McDonald's continues to deliver interactive and engaging experiences that appeal to both loyal fans and new generations, all while keeping its classic staples at the forefront.

Thanks for reading! Catch you next Monday for more Pulse & Perspective—your quick dive into recent brand marketing, culture trends and their strategic connections.