From Data Silos to Data Goldmine: PepsiCo Conquers Europe with Single Sign-On Promotion Hub "JOY"

PepsiCo's portfolio strength was also a disadvantage: dozens of isolated promotions across different brands diluted the customer journey and left valuable first-party data untapped. Consumers had to register separately for each individual campaign – a tedious process that increased drop-off rates and reduced engagement.

For PepsiCo, this fragmentation meant lost insights, inefficient processes, and missed cross-selling opportunities. The challenge: transform fragmented individual campaigns into a central promotion platform that unifies brands, consolidates data, and supports local marketing strategies.

We developed "JOY by PepsiCo" – the first cross-brand promotion hub with single-sign-on for all of Europe. The core idea: One Platform, All Brands. Users register once and can immediately participate in all PepsiCo campaigns – whether Lay's, Pepsi, Doritos, or Rockstar.

Behind the scenes, standardized templates, unified data collection, and seamless integration into local marketing strategies ensured efficiency and scalability. The rollout was strategic: pilot launch in two markets, integrate learnings, then gradual expansion.

Key success factors:

• Single-Sign-on across all brands: One-time registration, instant access to all campaigns.
• Centralized data collection: All first-party data converges in one place, enabling deeper insights.
• Local flexibility: Standardized platform with room for market-specific adaptations.
• Scalable templates: New campaigns can be launched quickly and efficiently.

Since its launch, JOY by PepsiCo has delivered impressive numbers:

• 9 European markets successfully rolled out since April 2024
• 100% of first-party data targets achieved for 2024
• Record performance in leads and participation

→ A blueprint for promotion efficiency across the entire portfolio – every brand becomes a data goldmine, every campaign strengthens the entire ecosystem.