Food & Beverage Experiential Marketing
How food and beverage brands create taste-driven experiences that build loyalty and drive trial.
Listen on SpotifyEpisode Summary
Samantha Brooks, VP of Brand Experience at PepsiCo, reveals the strategies behind some of the most successful food and beverage experiential campaigns. She discusses how taste, smell, and texture become the foundation of immersive brand experiences, and why sampling programs have evolved far beyond simple product trial. Samantha shares case studies from PepsiCo's portfolio of brands, including innovative approaches to festival sampling, retail experiential, and brand-owned experience spaces. The episode also covers the regulatory considerations unique to food and beverage experiential, from health department requirements to allergen management.
Key Takeaways
- Modern sampling programs that include an experiential wrapper see 3x higher conversion than simple trial
- Food and beverage activations that engage all five senses create 40% stronger brand recall
- Instagram-worthy food presentation is now table stakes - the experience must go beyond visual appeal
- Regulatory compliance (health codes, allergens, permits) must be built into the creative process from day one
Timestamps
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