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Latest Episodes

The NOW Gen

CPG

Alicia Enciso’s Relentless Transformation is the Mindset that will Keep Brands Relevant

Brands are constantly working to be relevant for their ideal customers. Older and younger brands are trying to be on trend for the NOW generation. In this episode, guest Alicia Enciso, CMO at Nestlé USA, gives us her takes on what makes a brand remain relevant while bringing new ideas to the table. Her experience has made her one of Brand Innovator’s Top 100 Women, among other recognitions. Listen to her episode to learn more about Nestlé’s innovation.

Guest

Alicia Enciso

KEY POINTS:

  • From Brand Manager, growing business, to becoming CMO of Nestlé USA.
  • #RelentlessTransformation, her way of leading transformation in her team.
  • Innovation crucial for an effective growth strategy.
  • Being consumer obsessed to better understand and connect with them.
  • Brands are propelled by purpose, is what they live by.
  • From advertising to engagement, changing the way we approach customers.
  • Continuos transformation will help your brand remain relevant.

RELEVANT QUOTES:

“Being innovative is, is absolutely part of our, our growth strategy. And I think that it is being innovative about the transformation.”


“Any innovation that we do, be it in terms of products or be it in terms of our capabilities we call it, is absolutely consumer obsessed. What we’re aiming to do, of course, is to really understand and connect with our consumers.”


“ It is not only about your physical health, but as you know, well, it is also about your emotional health. It has become much more important to think about both together and even at a, at a global level or, or, you know, or a broader way. It’s not only about physical and emotional, but it is also about the planet, right?”


“ Making sure that we’re taking sustainable or making sustainable choices that will ensure the health of ourselves, our communities, and the planet.”


“We’re very ambitious about what we wanna achieve in terms of digital transformation and e-commerce over again during, within this, let’s say 10 years that I’ve been on the job, um, I have that the privilege of during three years leading our e-business organization.”


“Expect us to be with very strong foundations, very strong brand, but definitely leaning in into, again, relentlessly transforming to make sure that we are you know, meeting our consumers in the best possible way.”


“What I think is really also exciting as is that, again, why the hashtag is relentless transformations, because you never end. You never end, you know, we, for example, at the beginning, we created a huge digital agency ecosystem that they would do, you know, creative for the different platforms.”


“I would tell you in terms of content, we’re definitely moving from what we call advertising to engagement. I would say, including the consumer, we are engaging with the consumer, and we are co-creating them anyway.”


“And each platform requires very different kind of, I would say customization for the content and also in terms of retail. So when we go into winning in retail, the type of content that we have, and, and there are so many ways in which you can or you need to be present in, in, in, in, in retail or for consumers to be able to shop you, um, that I think it is, it is definitely creating a lot more expertise that is needed, um, and, and tons of, as you can imagine, innovation learning, you know, testing.”


“We are very ambitious in terms of sustainability. Um, and again, our our sustainability promise, of course, is primarily in the area of, you know, what we would say is regenerative agriculture.”


“In terms of packaging, we have an objective and also in, in terms of 2025, in which we want all of our packaging to be fully recyclable.”


“ I think that when you are obsessed of where the consumer wishes to go or wants to go, many times, even if you can articulate it, um, of course that is what ensures that you, you know, that you are bringing it to, to the marketplace and relentlessly transforming so that you continue to, you know, to be their choice now and in the future.”


“The more, again, that we lean in to driving what I would call cultural relevancy for our brand is disproportionately important in order for us to, again, to continue to market to the next gen, right? So again, it is about ha you know, hashtag relentless transformation, and it is about hashtag consumer obsession, right? The more that you obsess with what they, they really care about what matters to them you will continue to be very relevant.”

PepsiCo Labs: Faster, Stronger, Better through Tech Innovation

Innovation, start-ups, and the everchanging consumer’s expectations are challenges the NOW Generation brands are experiencing. In this episode, Jenny Oh, GM of PepsiCo Labs, tells us about everything that they are doing to integrate new technology from dynamic and innovative tech startups to launch one of the world’s best-known CPGs for the future. From looking for solutions, and having quick trials, to understanding data that allows them to find the best fit for their consumer needs. Her conversation is delightful and filled with knowledge. Listen to this episode to learn more about her approach to life and work.

Guest

Jenny Oh

KEY POINTS:

  • Her role in Pepsico Labs.
  • Emerging Tech Solutions.
  • Constantly changing consumer demands and expectations.
  • Using data to effectively target your audience.
  • Brand innovation.
  • Having fun in what you do.

RELEVANT QUOTES:

“So just to explain, in a nutshell, what we do at PepsiCo labs, in my role, we’re all about bringing in emerging tech solutions, really focusing on startups that solve critical business problems for Pepsi.”

“One key area is enabling our business to respond to, you know, the constantly changing consumer demands and expectations.”

“If you think about a company like PepsiCo and the areas where consumer expectations and demands are evolving, I think you can kind of think about it in three buckets. One is around our product. The second bucket is around our brands. And then the third one, which increases by the day, is around, kind of social values.”

“So with the wealth of data out there, consumers more and more wanna be spoken to in a way that resonates with them. And so if we can use that data in an effective way to provide you the content that you want, I think that’s another effective way and tools that we’ve brought in to enable personalization at scale.”

“And I think brands like Pepsi need to test and learn. Now, I think we’re at the stage now in the hype cycle where we can test and it doesn’t have to be, you know I think people are forgiving of certain misses at this stage.”

“We go out looking for the solution and while things are quickly evolving, some of the things that we look for are building competitive advantage and building an advantage that is sustainable for some period of time. So, you know, while there may be hype around certain things, we wanna make sure that it’s a solution.”

“I actually consider it successful that we don’t let every company that we pilot get through to scale up because that would not be a workable model.”

“And I think traditionally CPG companies have thought about innovation as in, okay, what products are we putting out there, but with the quickly changing piece of technology today, it’s really and again, kind of on that point, technology is no longer just in the realm of it. So it’s really every single, as you mentioned, every single area of our business is touched by this culture of innovation.”

“I think the other part has been having fun in our roles, which is kind of novel in some ways, I think you have fun in your role. And everyone on my team super loves what they do. So I think that enthusiasm carries through every time we start a program and we partner up with our different business partners.”

Brand Purpose and Engaging Marketing Strategies for The NOW Gen

Client engagement is essential for any brand, but it should always come with solutions. Jos Harrison, Global Head of Brand Experience and Design at Reckitt, tells us all about connection. His experience in different industries, from interior design to consumer packaged goods, has given him a broad understanding of this matter. Jos also talks about the way brands manage to connect with people on The NOW Gen and create a meaningful purpose and connection between them. This episode is full of invaluable insights and great tips.

Guest

Jos Harrison

KEY POINTS:

  • From the interior design industry to the CPG and OTC industry.
  • Delivering solutions is of more importance than engagement.
  • Engagement needs to have an inner reason than just connecting.
  • Brand-consumer engagement comes from understanding their needs.
  • Changes in the creative industry are the most rewarding.

RELEVANT QUOTES:

“I don’t think there’s such a thing as a low engagement category. If we are asking people to hand over their hard-earned cash, uh, in exchange for a product or service, then it’s simply not that engagement. You know, it’s, it’s something that we, we as brand owners have to respect. I think we’ve got to deliver solutions that, um, that can engage with people all the way through their journey.”

“The purpose has to sit at the heart of the engagement between the brand and that that end user because if it doesn’t have a reason to exist why would I buy it? Why would I engage with it? I have hundreds of choices plus I can choose to find my own making a solution myself necessarily.”

“Everyone is managing their own individual brand platforms.”

“I think that demonstrating your empathy with the person that’s trying to solve a problem can come in 70 different ways. And that’s what tends to generate those little moments of gratification, because that person feels that you actually care as a brand. You prepare to take action based on that.”

“The constant changing is always massively and refreshing. And I think anyone in any creative industry probably feels that same constant refresh of the challenge, which is brilliant. I would have to say that the work I do now is by far the most rewarding.”