In recent years, PepsiCo has been actively redefining its identity to align with evolving consumer preferences, which requires staying in tune with shifting trends. But in a world of endless data points, this is no small task.

Before integrating Quid into its operations, PepsiCo faced the challenge of sifting through emerging consumer context and cultural trends in a sea of potential insights. More specifically, it wanted to identify opportunities for its Quaker Grits brand in an extremely competitive breakfast market.

PepsiCo explored various options but found that Quid's unique capabilities provided a distinct advantage, particularly its access to billions of news and blog sources. And its ability to upload and analyze massive quantities of data in real-time, combined with a user-friendly interface.

Quid’s timeline feature quickly revealed the evolution of various trends, and it filtered data sources based on reader attributes. Quid’s monitoring capabilities also ensured that PepsiCo didn't fall behind on specific food and beverage trends and helped it uncover insights that are easily missed in vast quantities of data.

PepsiCo leveraged Quid’s vast data sources to gain insights into cultural trends. This led to discovering an exciting opportunity at the Jekyll Island Shrimp & Grits Festival in Georgia—and uncovered a passionate foodie culture around grits. PepsiCo’s corporate sponsorship of the event engaged festival-goers with activations and experiential booths that significantly enhanced Quaker Grits' social activity.

PepsiCo also showcased a new flavor of grits at the festival, which saved the costs of creating a promotional campaign. It gave festival attendees trial offers and sample giveaways and provided free products, placing the new flavor into consumers' households, encouraging them to buy it again.