PepsiCo wants consumers to know that behind many of the brands that are part of their daily lives is the same company. The multinational has launched “House of Brands”, which it presents as its first corporate brand campaign, with the aim of making the relationship between the PepsiCo name and a portfolio made up of more than 500 brands more visible.
Only 18% of people associate PepsiCo with any brand beyond Pepsi
The initiative is based on a problem of recognition. According to data shared by the company itself, only 18% of people associate PepsiCo with any brand other than Pepsi, despite the fact that its portfolio reaches consumers more than 1 billion times a day around the world. “House of Brands” seeks precisely to close that distance between the notoriety of its product brands and the knowledge of the company that groups them. To do this, PepsiCo proposes a creative concept in which its different brands compete to appropriate the corporate name.
The campaign features some of the multinational’s most recognizable brands, such as Doritos, Cheetos, Lay’s, Gatorade and Quaker, along with more recent additions and proposals from its portfolio, including Alvalle, Good Warrior, poppi, Simply NKD and Pepsi Prebiotic Cola. In this way, the spotlight stops falling solely on each brand independently to present the whole as a connected ecosystem under PepsiCo. The company, however, has clarified that the campaign does not imply any change in corporate name.
The launch represents a new step in a process that PepsiCo already began in 2025 with the first renewal of its corporate visual identity in 25 years. That change also responded, among other objectives, to the need to better explain the size and diversity of a company whose name continues to be closely associated with Pepsi.
When it presented that identity, PepsiCo pointed out that only 21% of consumers knew any of its brands beyond Pepsi. The data now used for “House of Brands”, 18%, once again puts the same challenge of corporate recognition on the table, although the materials provided do not specify whether both percentages come from the same study, market or methodology and, therefore, do not allow them to be interpreted as a direct evolution.
The new identity presented then abandoned the logo used since 2001 and articulated the design around a “P”, accompanied by elements that refer to the ingredients, the drinks and the smile. It also introduced the claim “Food. Drinks. Smiles” and its own font with the PepsiCo name expressed in lowercase letters.
The company announced at that time that the new image would progressively gain presence in its channels, packaging, work spaces and signage. “House of Brands” now takes this movement to the advertising field, giving the corporate name a role that has traditionally fallen to its commercial brands.
The strategy thus aims to build a recognizable identity for PepsiCo in itself and, at the same time, take advantage of the enormous individual notoriety of the brands that make up its portfolio. Doritos, Lay’s or Gatorade function in the campaign as a gateway to explain who is behind them.
The move comes at a time when PepsiCo is expanding and diversifying its offering. Along with its historical brands, “House of Brands” incorporates more recent references such as poppi, the prebiotic soft drink brand, or Pepsi Prebiotic Cola, reflecting a portfolio that spans different food and beverage categories.
The campaign is part of a broader effort to present that portfolio in a cohesive way and increase PepsiCo’s visibility in products, marketing actions and collaborations. The company seeks for the consumer to recognize each product separately and also establish a relationship between them and the organization that develops and markets them.
This effort also takes place in a context of high advertising investment. PepsiCo spends around $3.4 billion annually on advertising, according to information provided, and recently awarded Publicis Groupe its global media account.
