Overview
PepsiCo engaged us to explore the fast-growing functional beverage space, with the challenge of defining how the company could enter and differentiate in a crowded market. The objective was to design an innovation strategy that blended scientific credibility with lifestyle appeal, creating products that deliver both wellness benefits and emotional resonance. To approach this, we applied our cross-industry methodology, studying how brands in categories such as beauty, sports, and nutrition successfully built functional value into everyday products. We designed a portfolio of product concepts with strong positioning. This strategy positioned PepsiCo as a credible, innovative leader in functional beverages — blending lifestyle appeal with scientific trust.
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