2. Pepsi (22)
Pepsi – $17.892bn, +8% – is progressing with its ‘reset effort’ that involves a stronger overall focus on the consumer experience, according to Interbrand, which notes that the brand’s first chief design officer, Mauro Porcini, is driving appeal and eliciting consumer interest via innovation and design.
‘Uncle Drew’ videos and the ‘Wheel of Levy’ microsite winning fans, while the Pepsi Pulse website provides consumers with real-time sharable content and more intimate brand engagement.
According to Interbrand, “positive and proactive” responses to a challenged cola category include the brand’s new single-serve bottle for Pepsi – the first design update since 1996 – and a nod to calorific concerns with the launch of Pepsi NEXT.
Pepsi also won the 2012 Stockholm Industry Water Award for cutting water consumption.
“Delivering a holistic expression of its brand and continuing to engage millions…through music and digital platforms, Pepsi is making a comeback,” Interbrand said.
(Picture Credit: Joanna Poe/Flickr)