The pandemic has inspired General Mills to incorporate its "force for good" mission into each brand's purpose and meet consumer needs via "relentless innovation," said Brad Hiranaga, chief brand officer. Meanwhile, PepsiCo Chief Marketing Officer Greg Lyons noted the company improved its return on investment by 66% through the use of data-driven performance marketing, which resulted in delivering an immunity-supporting Propel water variety and the sleep-aid beverage Driftwell to market last year.