Rebranding Pepsi to Spanish Speakers

Have you heard about what Pepsi is doing in Argentina and Spain?

It's pretty amazing, really. BBDO, its agency, learned that Argentines tend to say "Pecsi" instead of "Pepsi." This is something universally known among Spanish speakers. But the agency was on to something when they leveraged this insight in its marketing to consumers in that country.

Pecsi was born. I even saw a rebranded Pecsi can, but I can't be sure they took it that far.

Now they've pulled a similar trick in Spain. But there, it's "Pesi." The ad is pretty hilarious, showing a famous soccer player pronouncing it the way ... well, the way they do. Pesi. Pecsi. It's just hard to get that second "p" in there for native Spanish speakers. I have friends from other countries who say one or other other--but I don't remember hearing "PePsi" from them, ever. Just like "picsa" (pizza).

So this is key for Pepsi: Learn how your customers are talking about you. Isn't that what social media is all about, when it comes to brands getting involved? This is the same thing, from my perspective. Pepsi shed its corporate image to talk to these consumers in their language. Brilliant, in my opinion.

My caveat here is that I don't believe this approach is something that can be taken on by brands ever category. For example, picture BMW and the version I always heard in Spain, "BMV." (I never understood that, by the way. If someone could please explain, I would very much appreciate it.) I think a premium brand would dilute its strength by succombing to the populace. Brands representing consumer packaged goods on the other hand are different in their natural positioning. They often work their way into serving as everyday nouns, despite trademarking and any other efforts those brands attempt.

But in this case, Pepsi is showing consumers that their way of interacting with the brand is important to the company.

My bet is that Pepsi, or "Pecsi," or "Pesi," has achieved a special appeal to these two national audiences in a way that really resonates.

Click here for the latest article in Ad Age on this topic and to see the spot Pepsi produced for its Spanish audience.

What Race are Hispanics?

Some people think they know what Hispanics look like. But the more I meet Hispanics or Latinos, the more I realize there is such a great range there, mostly based on where their families are originally from.

An in-law's family left Croatia to settle in Chile. She was born in Chile, raised there, and her first language is Spanish--so she's a Latina, or Hispanic. But she doesn't look necessarily like what one might think a Hispanic or Latina woman would look like. And the stories are many and diverse about how people ended up in a Hispanic culture.

To put it simply: "Hispanic" is not a race, it's a culture. Hispanics can be of any race at all.

Please read Juan Tornoe's latest post on this topic, which is absolutely spot-on in my opinion. Feel free to post your comments in either place.

An Answer to Life's Biggest Question!

Well, it's not really *life's* biggest question, but it's one of the most common questions we get here at Conexión Marketing:

"Who's Hispanic?"

Of course there are many variations to this question which we're also fond of hearing:

• "What's the difference between Latino and Hispanic?"
• "What do Hispanics prefer to be called?"
• "How do you know if someone's Hispanic?"

Now we all have the answer, at least as defined by the U.S. Census:

"You're Hispanic if you say you are."

You really have to read this article, and the report it's based on. GOLD.

ATTN: Youth Leaders from the Latino Community

The City of Seattle is recruiting Latino youth for the Mayor's Youth Council. The MYC application deadline was a couple of weeks ago but there were no applications from Latino youth. Please help recommend Latino youth and/or encourage Latino youth to apply for this leadership opportunity. Applications will be accepted through this week.

ABOUT THE MAYOR'S YOUTH COUNCIL

WHO: Mayor's Youth Council (MYC) is comprised of twenty high school-aged youth between 15-19 years old who represent Seattle's thirteen neighborhood districts.

WHY: Mayor Nickels and other city leaders want youth input on neighborhood issues, city projects and policies.

WHAT: The Mayor's Youth Council has four main parts:

• Gain skills and knowledge: Participate in ongoing trainings to build leadership skills and knowledge of civic engagement.
• Youth voice: Discuss solutions to community issues and make recommendations to the Mayor.
• Learn about city government: Hear from Mayor Greg Nickels, City of Seattle staff and department directors.
• Organize youth events: Host the Mayor's Youth Town Hall and Youth Community Meetings to discuss important community issues impacting youth today.

WHEN AND WHERE: The MYC meets 2-3x per month on Thursdays from 4 pm - 6 pm downtown at Seattle City Hall (600 4th Avenue, between James Street and Cherry Street) October through May. Special events will be held at various places throughout the city.

COMMITMENT AND EXPECTATIONS: Council members are expected to attend all meetings, events and a mandatory one-day retreat on Saturday, October 25th 10 am - 6 pm. Missing more than two meetings/events may result in removal from the Mayor's Youth Council. In addition to meetings, members will be expected to dedicate an average of 10 hours per month to projects.

For more info:
Patricia Lopez 206-684-0464
City of Seattle
Department of Neighborhoods
http://www.seattle.gov/neighborhoods/
"Connecting people, communities, and government."