PepsiCo has strengthened its media and content creation division with the opening of its own in-house studio in New York.
The drink giant’s in-house content development arm, Creators League, announced the opening of the new 4,000 square-foot state of the art Manhattan studio today (16 May).
The unit will produce an array of branded content allowing artists and creatives to work with PepsiCo brands as well as on independent projects. This will include TV series, films, reality shows, music recordings, OTT and digital content, distributed across five screens.
While the immediate idea of the studio will be to provide entertainment, PepsiCo will look to sell enough unbranded content to cover the costs of creating ad content that will in turn generate sales.
PepsiCo president, Brad Jakeman, said the studio illustrated the company's “commitment to innovation and ability to foster deeper connections with consumers through content creation and real-time publishing.”
He added: “Consumers are hungry for inventive, engaging content, delivered in a timely fashion and across a multitude of channels, and Creators League will allow us to provide that content with maximum speed, efficiency and creative control.”
One of the first projects expected to come out of the studio will be a collaborative project with AOL’s Partner Studios. Together the two studios will develop and produce a slate of branded and unbranded content around music, pop culture, and health and wellness for distribution on AOL and Microsoft properties.
Discussing the partnership, AOL executive vice president and president of content and consumer brands Jimmy Maymann, said: "This new partnership demonstrates our long-term content vision of an open and consumer-centric approach, as well as a new phase in the relationship between brands and media.”
PepsiCo has also partnered with The Firm’s President of Film, and Academy Award nominated producer Robbie Brenner (Dallas Buyer’s Club) and multi-hyphenate Tip “T.I.” Harris to create an urban coming-of-age, music feature film.