The NOW Gen


Energizing Brand Engagement: eCommerce Personalization with Viviana Muci

The NOW Generation has completely transformed how brands interact with their consumers. The demand for instant gratification and a strong desire to connect with the values of the brands they consume have forced marketers to constantly seek better ways to engage with them. In today’s episode, we have the pleasure of hosting Viviana Muci, the Global Digital Marketing & eCommerce Director at Bang Energy. She shares with us her invaluable insights on this fast-paced race of brand engagement and personalized e-commerce strategies. Tune in to discover her experiences in the energy drink industry and how she has successfully positioned her brand as relevant to the NOW generation.


Viviana Muci


  • Viviana’s experience and career journey
  • The shift to digital consumer and channels
  • Designing a releventa consumer journey
  • Personalization is crucial for the NOW generation
  • Data driven marketing and e-commerce strategies
  • Consumer-relevant brand communication


“I’ve been in the marketing field for, for quite a long time now. I actually studied marketing, that’s, that’s my bachelor degree, and had the opportunity to do a master’s degree in marketing management as well.”

“From the marketing point of view, trying to define our product portfolio, our pricing, our offers compared to what we were going to be doing at the point of sale.
the whole marketing organization had to shift towards a digital consumer and digital channels.”

“It’s a very fast-paced agile market, and more so in a brand that’s completely focused on the now gen or the, the Gen Z consumer or young millennial that’s really wanting things to be immediate, and that’s really demanding from brands that convenience and speed and authenticity.”

“I think the first thing to consider is that there’s no linear consumer journey today. Us marketers have to think that it’s, it’s more, you know, it might look like a spider web, where consumers are getting, information from, from multiple sources.”

“That journey that we designed probably five years ago where everything started with a search on Google, and, you know, that led to the whole funnel that has shifted.”

“It’s important that when we define that consumer journey, today for e-commerce, we try more to focus our strategy in making that a seamless customer experience and a frictionless customer experience where we’re trying to optimize the different interfaces or touchpoints.”

“Always try to make sure that the experience in that specific touchpoint is bringing value or, being very, convenient for the consumer, right? So I, I think that’s the first thing that we, we think of when we think designing, our, our journey today.”

“Actually personalization is, is crucial. Today when we design a customer journey, Especially for The NOW gen, because these are consumers that want to, receive, their own personalized information, offers, or even products.”

“We are really trying to focus now on making data-driven decisions to understand what consumer segments are, what, is the journey of these consumer segments? And, and it, there might be multiple, right? There might be a lot of consumer se segments, and we can even go to the specific person and understand the behavior.”

“We wanted to do a campaign online on our e-commerce. And instead of, you know, doing, an offer for everyone, we, we had the opportunity to understand the behaviors of, of each, user on our site. And we were developing personalized offers.”

“If you listen a little bit up or about the story of Bang Energy, bang Energy is a brand that, has grown a lot thanks to its organic social media presence and through influencer marketing. So, we, we have started to leverage these new kinds of technologies and, and geo targeted opportunities, through paid media to be able to, to drive, more personalized campaigns.”

“As brands we have to become more international, it’s, it’s, it’s quite a fact, right? Because, right now, these, these consumers are global consumers. It, they’re, their social media, has allowed them to, to have, information readily available on what’s happening everywhere.”

“The now generation specifically is a generation that likes, or uses social media to know exactly what’s happening in terms of news, entertainment, music, sports, they, they have a pulse of what’s going on in society globally.”

“Brands really need to make sure that when they’re developing strategies, they try to be as, culturally savvy as their consumers are. I think long were the days where we focused only on doing campaigns that were, specific to markets.”

“We need to be sure that we do several things that are more tactically locally, especially in terms probably of, p o s or retail activations, but even, EV events, right? bang Energy, for example, participated a couple of years ago at a Twitch Con, which is one of the biggest, gaming events from Twitch. And, and we chose Netherlands instead of San Francisco, and it was a perfect, place for us to generate visibility, to make sure our, our brand was seen as a global brand.”

“Working now in Bang Energy, which is a, an, an energy drink that’s heavily rooted in the American culture, we, we’ve started to, to tap into these more, you know, global kind of, of strategies that really help us elevate the brand and, and make sure that we are connecting with consumers, beyond culture.”

“I think that’s, that’s really the, I don’t wanna say the secret, but that’s definitely a strength if you have a marketing team that’s capable of adapting, in a very rapid way to what’s trending.”

“In that moment of time, there’s no content calendar, right? Like, we have to literally do something the same day post it and comment and, and invite users to share as well, or to, to jump into this trend even.”

“If it’s from another brand, it’s, it means that we are being part of the conversations of where everybody is, right? And, and I think that’s, that’s what makes our brand very human and very authentic, because you really feel that it’s, it goes beyond the content calendar and that everything, it’s based as you said on the team.”

“I think it’s, it’s definitely a strength is the fact that we have our own in-house, content or audio visual team. So we’re able to produce, basically any type of graphics or video content, rapidly, thanks to the fact that we have that in-house.”

“70% of Gen Zers, that for me, it’s also like very representative in terms of the now generation. They prefer to buy brands even though it’s more, are more expensive, but brands that have us or that share that sustainability value with them.”

“Brands really need to embrace this and, and remember that this goes beyond just communicating values, you know, on a website. It’s really trying to develop campaigns, that connect with consumers and, and that that feel very authentic, that make sure that, consumers are seeing that it’s, it, the brand is doing it because we want to support it.”

“So last year we decided to revamp our e-com business. We changed all the software, the technologies, the design, and, more than really to, to, you know, sell the product, which is great because there are energy drink fans and a loyal consumer base that likes to buy, you know, their cases, and they want to have all the flavors delivered straight to their house.”

“Bang energy is a brand that grew tremendously organically through social media and influencer marketing, but when we think about data that’s, it’s very difficult to gather data right through, through those, through those platforms.”

“We wanted also to launch our e-comm, not only as a sales, you know, way to, to, for us to, to open a new channel and deliver product to, to those Bang Energy drink fans, but also to get that first party data and be able to understand more consumer behavior in terms of flavor preferences, in terms of format preferences, in terms of also purchasing behavior to be able to deliver, better product and, and, and better marketing campaigns.”

“We have been doing initiatives like, for example, free gift with every purchase. So this is an instant gratification, right? You get a free gift every time you buy on bang And some, some consumers, again, loyal energy drink consumers prefer to buy from our own store because they know they’re also getting their free gift or they’re getting, their personalized promotions.”

“Being a brand that’s so present on TikTok, and that has such a great, in influencer, marketing, and that has allowed us to, to be very visible for a global consumer.”

“So through social media, we’re, we’re being asked, oh, when is Bang Energy launching here in, in Colombia? When is it gonna launch in, in Brazil? So there is that, that consumer demand. And, and so we’re, we’re trying to, to be as fast as possible in to en to enter into those, those markets that represent a big opportunity for us.”

“We have been focusing on making all the marketing team very data driven because, the, the team’s priority has always been innovation and being a trendsetter.”

“They like the unexpected, they don’t wanna see things all over again. So even for us, we are always trying to do things that are different.”

“I think that one of the key takeaways is that instant gratification in the, in the, gen generation of the now is here to stay. it’s, it’s something that I think with the new technologies like ai, it, it’s gonna become even more challenging for, for brands.”

“This is not only the now generation, it is the, the skip generation and, and, they’re, they’re used to just skipping and, and stopping, only for brands that have something entertaining, exciting, and authentic to communicate.”

“I think it’s important that as brands we’re, we’re constantly focusing on that and, and asking ourselves the question and our teams the question, right? Like, let me see if this is actually something worth, not, not skipping, or if this is actually instantly gratifying my consumer, because if we don’t do that, then, then our, our competitors will.”

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.


Alicia Enciso


  • 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.


“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.


Jenny Oh


  • 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.


“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.


Jos Harrison


  • 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.


“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.”