Summary
Challenge
Hispanic consumers will account for the majority of growth in carbonated soft drinks in the next 5 years, so they are critical for the future of the Pepsi brand. However, Pepsi communications were not really connecting with this cohort and we had lost share. It was critical for Pepsi to become relevant again.
Methodology
We launched in-depth ethnographic research. We were able to understand U.S. Hispanics' new cultural reality and uncovered insights that inspired an evolution on how we engage and leverage our brand platforms with this consumer.
Creative Execution
The ground-breaking Pepsi "Tu Voz, Tu Sabor" (Your...