PepsiCo: Tu voz, Tu sabor (Your Voice, Your Beat)

Pepsi, the carbonated-drink brand, focused its campaign around the Latin Grammy awards to penetrate the Hispanic segment in the US.

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...

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