PepsiCo carbonated soft drinks in Malaysia has chosen Mindshare for its social media management. Mindshare is already its media agency on record for PepsiCo and now, with the new additions, it will be also responsible for the social media management of the CSD brands such as Pepsi, Mirinda, Mountain Dew, Gatorade and 7Up.
Mindshare will be responsible for social creative concept development, content development and owned asset development for the CSD brands. Dheeraj Raina, managing director of Mindshare Malaysia said, “The PepsiCo brand is very close to everyone at Mindshare as we have been working closely with the business to build some path breaking innovations on media. With this win, it gives us an opportunity to impact the business not just across paid but owned andearned as well. We are excited about our partnership and can’t wait to see things rolling out.”
Shireen Othman, head of marketing-beverage for PepsiCo Malaysia said, “ Beverages brands are at a new cusp of consumer engagement and innovation.”
“We are launching some extremely exciting variants and it is important for us to partner with an agency which can impact where the most conversations around the category and brand are happening. Mindshare presented very compelling insights and strategic thoughts on their vision of CSD brands along with a bespoke team structure, which fits perfectly with our scheme of things,” she added.