---
title: "PepsiCo and Ele.me Forge Strategic Partnership to Accelerate Digital Meal-Time Scenario Marketing"
description: "PepsiCo has signed a strategic cooperation agreement with Ele.me to accelerate its layout in meal-time scenarios. Since entering the Chinese market, PepsiCo has consistently integrated into the local ecosystem and deepened its presence in meal-time scenarios. The cloud-based lifestyle catalyzed by the special period is breaking down the boundaries between offline and online consumption scenarios, making digital life a mass consumption trend and a business opportunity. With this, PepsiCo is leveraging its strong marketing momentum, linking Ele.me's online and offline omni-channel reach, deeply penetrating the near-field consumption chain in meal-time scenarios, and upgrading consumers' digital meal-time experience."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-10-25"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/7fEaaAd6uFc8zsMRlak5Eg"
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# PepsiCo and Ele.me Forge Strategic Partnership to Accelerate Digital Meal-Time Scenario Marketing

> PepsiCo has signed a strategic cooperation agreement with Ele.me to accelerate its layout in meal-time scenarios. Since entering the Chinese market, PepsiCo has consistently integrated into the local ecosystem and deepened its presence in meal-time scenarios. The cloud-based lifestyle catalyzed by the special period is breaking down the boundaries between offline and online consumption scenarios, making digital life a mass consumption trend and a business opportunity. With this, PepsiCo is leveraging its strong marketing momentum, linking Ele.me's online and offline omni-channel reach, deeply penetrating the near-field consumption chain in meal-time scenarios, and upgrading consumers' digital meal-time experience.

Recently, PepsiCo (hereinafter referred to as "Pepsi") signed a strategic cooperation agreement with Ele.me to accelerate its layout in meal-time scenarios.

Since entering the Chinese market, Pepsi has consistently insisted on integrating into the local ecosystem and deepening its presence in meal-time scenarios. The cloud-based lifestyle catalyzed by the special period is breaking down the boundaries between offline and online consumption scenarios, making digital life a mass consumption trend and a business opportunity.

**With this, Pepsi is releasing its strong marketing momentum, linking Ele.me's online and offline omni-channel reach, deeply penetrating the near-field consumption chain in meal-time scenarios, and upgrading consumers' digital meal-time scenario experience, aiming to promote a development pattern where "Pepsi is everywhere."**

Pepsi has always paid close attention to consumers' real demands and consumption trends. As a leading local digital life service platform in China, Ele.me organically integrates the online and offline omni-channel ecosystem, covering various aspects of digital consumption life such as food delivery, retail, and fresh produce.

Pepsi, with its rich marketing assets and momentum, has accumulated substantial consumer attention and channel favor. Its meal-time marketing IP, which combines entertainment and social attributes, integrates marketing resources such as brands, artists, and platforms, continuously enhancing brand-scenario association and consumption habits.

Through this cooperation, Pepsi combines both parties' scenario and marketing strengths to strongly upgrade digital scenario marketing, striving to create an efficient, convenient, and fun meal-time experience for consumers. At the same time, leveraging Ele.me's channel and digital capabilities, it precisely penetrates meal-time scenarios, opening a new model of digital scenario marketing in the industry.

**-01-**

**Insight into Digital Life**

**Pepsi Leads Comprehensive Upgrade of Consumer Meal-Time Experience**

In the context of the internet-driven new economy, traditional and single-scenario experiences can no longer satisfy contemporary consumers. They are driving the formation of a near-field business model characterized by "on-demand" and will continue to embrace digital lifestyles.

As one of the leading platforms in this field, Ele.me efficiently aggregates numerous offline channels based on the internet. Through this cooperation, Pepsi will link its offline channel network to further shorten the connection path between brand supply and demand, deeply penetrate merchant channels and lower-tier markets, and comprehensively improve the convenience and timeliness of product access for consumers.

On the other hand, relying on Alibaba's digital new infrastructure, Ele.me covers digital meal-time scenarios under the local life system, including dining, shopping malls, convenience stores, and fresh produce. The refined scenarios and precise data links will greatly help Pepsi capture consumer behavior changes in a timely manner, increase consumer stickiness, and empower Pepsi to upgrade meal-time scenario marketing, creating a digital meal-time experience for consumers.

In addition, leveraging Ele.me's platform features of offline channel management and online precise promotion, consumers can deeply perceive Pepsi's attitude of fully embracing digital life, and Pepsi's rich and interesting brand assets will reach more consumers.

**-02-**

**Leveraging Ele.me Platform Resources**

**Pepsi Opens a New Landscape of Digital Scenario Marketing**

As a member of the Alibaba ecosystem, Ele.me has the advantage of horizontally connecting public domain traffic within the platform. With this, Pepsi can further optimize its channel capabilities, achieving comprehensive integration from new retail channels to traditional retail channels, further expanding market space and tapping into potential market growth.

Pepsi's cooperation with Ele.me this time will also break through the traditional O2O concept. By leveraging the platform's data management and data analysis capabilities, it will optimize the consumer experience and establish a brand private domain traffic pool—that is, based on users' personalized meal-time scenarios such as family gatherings, leisure and entertainment, and alone time, it will conduct targeted scenario penetration, cultivate long-term drinking habits, and create a new digital scenario marketing model in the industry with more precise demand matching, more vertical scenario penetration, and deeper brand recognition.

**More notably, the scale effect and community content production capability of the Ele.me platform will give both parties more room to play and inspire the industry to explore innovations in marketing and business models.**

Pepsi and Ele.me join forces to jointly deepen the new consumer meal-time scenario, marking a milestone step for Pepsi in advancing into the near-field e-commerce field.

In the future, Pepsi will continue to maintain a stable, long-term, healthy, and smooth strategic business cooperation model with Ele.me, and based on its consumer insights and brand marketing assets, continuously explore emerging industry models and lead the upgrade of consumer meal-time experience in the digital era.

Source: Fast Moving Consumer Goods Elite Club (ID: FMCG-CLUB)


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