PepsiCo adopts fast-paced, in-house marketing model inspired by VaynerMedia to boost cultural relevance and real-time engagement on social media

[dropcap]P[/dropcap]epsiCo in-house marketing strategy is entering a bold new phase as the global beverage company adopts a faster, more culturally responsive content model.

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Inspired by its long-time agency partner VaynerMedia, the move aims to sharpen how PepsiCo’s top U.S. beverage brands engage with audiences, particularly on fast-moving social media platforms like TikTok and Instagram.

PepsiCo’s U.S. beverages division unveiled the new initiative, which will bring together internal brand teams and VaynerMedia’s digital-first creative expertise to form an integrated, agile content unit.

The goal is to bridge the gap between big campaign moments and the daily cultural pulse consumers experience online.

The effort will initially focus on five brands: Pepsi, Starry, Mountain Dew, Bubly, and Mug, all of which will now operate under an “always-on” content strategy designed to deliver real-time relevance and stronger social presence.

This is not about replacing our traditional agency partners. It’s about accelerating our ability to show up where and when it matters most, especially to Gen Z.

The timing of this pivot is notable. While PepsiCo deepens its internal creative muscle, other industry players are pulling back. Keurig Dr Pepper recently shut down its in-house agency, Liquid Sunshine, opting to outsource creative work instead.

The change also follows key leadership updates. In April, Mark Kirkham was appointed Chief Marketing Officer of PepsiCo’s U.S. beverages division, taking over from Greg Lyons, who led major brand campaigns. Kirkham now steers the company into a more nimble, content-rich era.

With audiences increasingly rejecting traditional advertising, PepsiCo’s shift reflects a growing need for brands to be fluent in culture—not just visible, but participatory.