In a crowded marketing landscape where many brands fall into predictable patterns, Joanna Delaney of PepsiCo stands out for her focused effort to “avoid the trap of boring marketing.” At its core, this approach centres on relevance, authenticity and moving beyond repeat formulas.
Delaney emphasises the importance of knowing your moment: a campaign shouldn’t simply repeat what’s been done before, but respond to cultural, social or audience shifts.
That means asking: What is our role in this moment, and how can we add something meaningful? It’s not about gimmicks but about injecting genuine purpose and voice.
Another key pillar is audience empathy.
Rather than make self‑referential brand messages, Delaney champions listening to how consumers live, what they care about and where the brand can resonate. This means shifting from broad “product says” to more layered “consumer feels” storytelling. It lessens the risk of clichés and stale messaging.
She also highlights creative freedom within structure. PepsiCo is a massive organisation, but Delaney notes that avoiding boring marketing doesn’t mean chaos—it means giving creators enough space to explore bold ideas while aligning to brand guardrails. It’s about balancing risk and relevance.
Finally, Delaney underlines the need for measurable boldness. A campaign can be adventurous but if it doesn’t connect, it becomes pointless. She drives for work that is both culturally meaningful and commercially accountable—so fresh doesn’t mean unfocused.
For smaller brands or solo content creators, the takeaway is clear: replace the familiar “just run X campaign every quarter” mindset with one that asks: Is this adding something new? Is it grounded in the audience?
Does it respect both brand and culture? If yes, you’re on your way to avoiding boring marketing.
