Pure Play x PepsiCo

Created in 2022, PepsiCo’s Kraków Capability Center (KCC) in house media team was designed to become a strategic advantage in the highly competitive FMCG sector and to make PepsiCo self-sufficient in digital media by 2029. The journey began in late 2021 when PepsiCo joined forces with Pure Play to design a new capability. By March 2022 the team consisted of two people buying social ads for one market. Over the next three years it scaled to 35 professionals working across 25 European markets, organised around four pillars: Media Planning & Buying, Consumer Data, Media Operations and Productivity. Integrated Team members are employed by both PepsiCo and Pure Play. This structure combines PepsiCo’s stability and Pure Play’s agility, enabling rapid knowledge transfer and fostering a unified, inclusive culture.

In 2024 KCC executed over 500 campaigns and Q1 2025 it had delivered more than 120 (+20% vs Q1 2024), covering major launches for Pepsi, Pepsi Max, Walkers, Lay’s, Rockstar and others. The team managed close to 50% of PepsiCo Europe’s annual digital spend (and is projected to reach 60% budget coverage in 2025). It generated an +10 % year on year cost reduction which is almost 3x higher compared to agency productivity savings.

The Team improved campaign quality: brand safety +16%, media settings accuracy +15% and naming conventions 29% compared with external agencies.

Through PepsiCo owned ad accounts, expertise and consistent operating standards, KCC Team provides transparency, control and efficiency across Europe and brings significant saving YoY for the advertiser.