KCC Team at PepsiCo

PepsiCo and Pure Play’s joint Krakow Capability Center (KCC) was established with a clear ambition: to make digital media a competitive advantage and achieve full digital media self-sufficiency by 2029. Since launching in 2022 with just two specialists managing social campaigns in one market, the Poland-based KCC has evolved into an in-house media organisation of nearly 50 people supporting 25 European markets across Media Planning & Buying, Consumer Data, Media Operations and Productivity.

In 2025 alone, KCC delivered 1,514 campaigns across more than 1,700 PepsiCo-owned advertising accounts for brands including Pepsi, Lay’s, Doritos, Rockstar and Poppi. The team now plans and/or buys well over 50% of PepsiCo’s European digital media investment, which exceeds $100 million annually, with further ambitions for 2026.

The model delivers both efficiency and quality. In 2025, KCC achieved a year-on-year cost reduction of more than 10% while generating approximately twice the productivity savings of traditional agency models. Quality standards exceeded external benchmarks, reaching 98% brand safety compliance, 95% naming convention compliance and 96% media settings accuracy.

KCC’s impact extends beyond operations through innovation and business growth. The team supported major initiatives including Gatorade's German relaunch, TikTok Shop activations across Europe and Poppi's UK launch, which now holds a 61.7% category share. In 2025, KCC introduced an automated campaign setup tool that reduced build times by 45%, expanded AI-powered optimisation capabilities and, in Q1 2026, established a dedicated data clean room capability.

Today, KCC serves as PepsiCo's blueprint for scaling in-house media excellence beyond Europe.