From Rio to the rest of the world: How innovative research from Gatorade in Latin America is impacting worldwide

Ana Alvarez and Fiona Blades
PepsiCo Latam, Brazil and MESH Planning, UK

Introduction

As economies, like Brazil, emerge, a seismic shift is taking place in the marketing budgets of global brands, out of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market research?

In this paper we explore the opportunities, issues and practicalities of conducting research in Latin America using interviews with clients and agencies from the region as well as showcasing the proprietary work Pepsico and MESH are jointly conducting on Gatorade.

Gatorade is an example of a global Pepsico brand where innovation, both in marketing and, as a result the research, is happening in the emerging markets of Latin America. What we learn here is becoming the best practice to spread to other markets and continents.

Background