What happens when you stop selling and start sharing? PepsiCo answered that question with FLVR, its TikTok-native food channel that’s all about re-sparking the joy of cooking. In just six months, FLVR became one of the most-followed branded food communities on TikTok, and it’s not hard to see why. This isn’t just marketing—it’s a masterclass in how to win over Gen Z without shouting “buy this!” every five seconds.
Let’s unpack how FLVR’s creative, laid-back approach is paying off big time and why brands everywhere should take notes.
From pushy ads to playful food content
FLVR didn’t happen by accident. PepsiCo understood that Gen Z, spending hours every day consuming content, is quick to tune out anything that feels forced or overly polished. So, they flipped the script. FLVR became an antidote to traditional advertising—a space where food lovers could find snackable, fun, and totally unpretentious content.
Imagine recipes like Flamin’ Hot Cheeseballs made with Cheetos or Quaker Oats cookies done in an air fryer. These aren’t Michelin-starred creations—they’re simple, relatable, and perfect for an audience that wants quick wins in the kitchen. The best part? The focus is on food, not blatant product placement. PepsiCo’s brands are subtly woven in, making the content feel authentic and engaging rather than an infomercial in disguise.
Co-creation: The secret sauce
One of FLVR’s smartest moves was handing over creative control to the people who know Gen Z best: micro-influencers. Instead of micromanaging, PepsiCo gave these creators open briefs and let them run with their ideas. This trust resulted in content that’s messy, relatable, and perfectly imperfect—the kind of stuff that feels real in a sea of overly staged social media.
By empowering creators to develop their own voice, PepsiCo ensured that FLVR didn’t come across as just another brand trying too hard. This authenticity is what keeps audiences coming back for more, whether they’re learning how to make a snack or just scrolling for some late-night food inspo.
Stretching beyond TikTok
While TikTok is the heart of FLVR, PepsiCo didn’t stop there. They expanded the channel to YouTube, Instagram, and even Amazon FireTV, turning FLVR into a full-fledged food entertainment platform. On FireTV, viewers can watch recipes and order Frito-Lay products directly from Amazon, seamlessly connecting content with commerce.
This multi-platform approach is genius because it meets people where they already are. Whether you’re binge-watching TikToks on your phone or looking for recipe inspiration on your smart TV, FLVR has you covered. It’s not just about grabbing attention—it’s about being present in the right moments.
Why FLVR’s success isn’t just about food
At the heart of FLVR’s strategy is an understanding that Gen Z doesn’t want to be sold to—they want to be entertained, inspired, and involved. This is why FLVR’s content feels like an invitation rather than an ad. It’s more about sparking curiosity and joy than pushing a product, and that’s a distinction that resonates deeply with younger audiences.
Take, for instance, the application of recipes on the website: Each has the capacity to provoke conversation, imagination, or just humor for the chaos one might present when experimenting in the kitchen. Participation-not perfection are key here. And FLVR reports that for marketing to work among them, it has to ring true. To Gen Z, authenticity is everything.
Takeaways for brands and entrepreneurs
FLVR isn’t just a cool campaign; it’s a roadmap for how brands can rethink their approach to marketing. Here are a few takeaways:
- Lean into authenticity. Skip the polished ads and focus on content that feels real. People connect with imperfection because it’s relatable.
- Empower creators. Trust influencers to do what they do best. Giving them creative freedom results in content that resonates.
- Make it multi-platform. Don’t limit yourself to one channel. Expand your reach by meeting your audience wherever they’re spending time.
- Blend content with commerce. Like FLVR’s Amazon FireTV integration, find ways to connect entertainment with shopping without being pushy.
- Focus on value, not sales. Offer content that entertains, inspires, or teaches. When people see the value, they’ll keep coming back—and the sales will follow.
Why FLVR is a win for Pepsico
FLVR is more than a TikTok channel; it’s a cultural moment. By prioritizing community over conversion, PepsiCo has built a loyal following that engages with its brands on a deeper level. The channel’s success proves that the best marketing strategy doesn’t always feel like marketing. It’s about creating something people actually want to watch, share, and be a part of.
For brands and entrepreneurs, FLVR is a reminder that sometimes, the best way to sell is to stop selling altogether. When you focus on building connections, the results speak for themselves. So, whether you’re launching a new product or looking to refresh your approach, take a page from FLVR’s playbook: keep it real, keep it fun, and let the audience do the rest.
FAQ’s
1. How can brands create authentic content for Gen Z?
Trust your audience’s favorite creators. PepsiCo let micro-influencers take the reins, resulting in relatable, imperfect, and engaging content that felt real.
2. Why is expanding across platforms important?
Meeting your audience where they are is key. PepsiCo took FLVR from TikTok to YouTube, Instagram, and Amazon FireTV, ensuring consistent engagement everywhere Gen Z hangs out.
3. How do you balance content and commerce?
Blend them seamlessly. FLVR made recipes entertaining while integrating shopping options on FireTV, turning entertainment into easy, low-pressure transactions.