Data driven social prediction

PepsiCo also leans heavily on Trendscope, 

which focuses exclusively on social conversations around food on Twitter, Reddit, blogs, review boards, and more. 

The tool considers context and whether or not the conversation is relevant to the business, it measures not only the volume of specific conversations but how they grow over time.

There was a spike in interest around immunity during the pandemic, and PepsiCo used this tool to launch a new line of its propel sports drinks infused with Immunity ingredients.