Pepsi’s existing website was a fragmented content curation platform dedicated to bringing fans “the most inspiring ’now moments’ based on social popularity. ” The site featured a hodgepodge of messaging; an aggregation of the brand’s campaigns, content, trending Twitter topics, pop culture articles, music videos, and fan photos, all relating to its tagline, “Live for Now.”
Unfortunately, users weren’t engaging with any of it. Instead, they were coming to the site solely to seek out product information, and then moving on.
To remedy this issue we created a new digital experience that catered to this primary desire for product information — streamlining the brand’s digital content into one simple, pepsi.com destination that focused on merch, loyalty, and beverage facts.
The new Pepsi.com embraces the product. From the streamlined navigation to the simplified module layout, users can easily look up nutritional information and check where they can buy new Pepsi products in fewer clicks and with less distractions.
Instead of focusing solely on content marketing, we found ways to get users involved in the brand’s loyalty program and connect them with other elements of the Pepsi universe without being cluttered and overly self-promotional. We also built a custom CMS that empowers the brand to update the site with new promotions and products in real-time, and allows for scalability for global sites as well.
We created a simple and efficient site built to deliver users only what they’re looking for--reducing bounce-rate by 21%.