Consumers Want Ads During Covid-19 to Be Hopeful and Supportive, Says PepsiCo Beverages’ CMO

Survey found more Americans believe the country is empathetic than they did pre-pandemic

PepsiCo products drawn in chalk
PepsiCo Beverages CMO Greg Lyons told Adweek that 'tone is very important' in today's ads. PepsiCo

If brands want to come out on the other side of the Covid-19 crisis with consumer loyalty intact, they need to lean into empathy, says Greg Lyons, the chief marketing officer of PepsiCo Beverages.

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.