PepsiCo launches first-ever brand portfolio campaign
The social-first campaign is designed to bring together PepsiCo’s portfolio of brands, which include Cheetos and Gatorade alongside Pepsi, in consumers’ minds.
· Marketing WeekBy Niamh Carroll 18 Sep 2026 11:13 am
PepsiCo has launched its first-ever corporate brand campaign designed to help consumers “connect” its brands with its overarching company identity.
Despite owning more than 500 brands, including Walkers, Gatorade and Quaker Oats, as well as newer brands such as Poppi, less than one in five (18%) consumers associate PepsiCo with brands beyond Pepsi, the company says.
‘House of Brands’ is designed to bring the portfolio together in consumers’ minds. It is led by a social-first video, which depicts some of the best-known brands in PepsiCo’s portfolio pitching to claim the company name; for example, “CheetosCo”, or “QuakerCo”.
The campaign forms part of a wider effort by PepsiCo to build a more cohesive company brand. It has recently refreshed its corporate identity, with the goal of making the PepsiCo brand more visible across its products, communications and sponsorship deals.
The company says this is aimed at helping consumers understand “the breadth and collective strength” of its portfolio.
While this is PepsiCo’s first portfolio brand campaign, other portfolio businesses have pursued similar initiatives in the past. In 2024, the Coca-Cola Company launched ‘New Guy’, an ad which brought together many of the business’s beverage brands in one ad.
Unlike its rival the Coca-Cola Company, PepsiCo’s brands include beverages, but also brands in other categories, including snacking with the likes of Doritos, and more staple foods with brands such as Quaker.