Case StudyCommunications Strategy: PepsiCo
The Challenge
One of the world’s largest consumer product companies, PepsiCo needed to authentically communicate its branding and values to hundreds of millions of customers across Latin America while remaining true to its global corporate messaging.
Insights
A one-size-fits-all model would not do. Latin Americans are members of dozens of ethnicities with vastly different histories, cultures, and norms. Inauthenticity would become immediately apparent to target audiences and damage PepsiCo’s brand.
Execution
Created tailored strategic messaging guidelines for PepsiCo’s primary markets (Argentina, Brazil, Mexico, and Colombia) based on global branding but regionalized to match each country’s cultural touchstones and diction.
Results
PepsiCo maintained its position as one of LATAM’s leading consumer products companies while its #UnblocktheLove Campaign won the SABRE Award for Best Public Relations in Latin America.
