Brands Must Figure out Their Audio Identity, Says PepsiCo's Gabe Alonso

Head of digital platforms and community, energy drinks, advises marketers to think about how their products sound to consumers

From creative experiential pop-up shops to unprecedented influencer partnerships, the consumer packaged goods industry has continued reinventing its marketing efforts to stand out in a crowded space. It is no secret that Gabe Alonso, head of digital platforms and community, energy drinks at PepsiCo has remained busy—the company just unveiled its brand new Mountain Dew Rise Energy drink, in a partnership with LeBron James.