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.
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.
The ground-breaking Pepsi "Tu Voz, Tu Sabor" (Your Voice, Your Beat) campaign built authentic connections and stories among culturally-dual Hispanic music artists across different phases of their musical journey, tapping into the cultural duality of our core target.