17 January 2024

PepsiCo, the global food and beverage giant, has banned any mention of Ukraine and its armed forces in advertising in an attempt to avoid alienating the Russian market, the Ukrainian Council of Shopping Centers, said citing Forbes.

While PepsiCo continues to do business in Russia, the company fears that openly supporting Ukraine may hinder its business in the terrorist state. PepsiCo is simultaneously trying to retain its foothold in Ukraine.

"The company is trying to have its cake and eat it too — not leaving the Russian market while keeping a presence in Ukraine," said Yuriy Hladkyi, Grape creative agency CEO.

The manufacturer's revenues in Russia are approximately 10 times higher than in Ukraine, said one top manager.

PepsiCo's restrictions aim to minimize reputational risks, said strategic communications consultant Yaryna Kliuchkovska.

PepsiCo has thus far not provided an official comment on the matter...

The Ukrainian National Agency on Corruption Prevention or NACP included PepsiCo in the list of international sponsors of the war. Aside from operating in Russia, the company’s products were found in the food rations of Russian soldiers...