How Brands Are Approaching Advertising-Averse Crypto Users

Execs from Pepsi, AB-InBev and Mastercard talk about their efforts to harness Web3

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While brands have been ramping up their efforts to harness the new technologies under the Web3 umbrella, big corporations aren’t necessarily a natural fit for a cryptocurrency user base that still retains some anti-establishment ethos.

At Coindesk’s Consensus conference in Austin this weekend, marketing leaders from companies like Mastercard and Pepsi grappled with how to position their brands in a metaverse and cryptocurrency environment that can be wary of advertising efforts by bigger brands.

They also discussed what they look for in Web3 partners, long-term opportunities in the space and how they are investing in them for an audience that largely consists of founders, coders and investors heavily immersed in the burgeoning crypto world.

“We need to be very thoughtful about how and where we show up, not just go quick, but we need to be very calculated at the same time,”...



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