Specific needs of 50-plus consumers are simply not addressed and not answered by many companies and brands whereas the representation of 50+ within society is increasing rapidly. The board of PepsiCo decided to make their brands more appealing for 50+ and also to develop marketeers’ affinity with this target group. We set up a special program for PepsiCo, which involved marketeers and product developers, named ‘PepsiCo Engaging Insights. During 6 months we engaged a panel of 50+ consumers and organised several co-creation sessions. Products, packaging, and campaigns of different brands, under which Lay’s Oven, are made more appealing for 50+ now, with success.