Pepsi: I'm Craving Guatemala

Daniel Ortiz

Pepsi, a soft beverage manufacturer, launched a campaign in Guatemala to increase consumption by six points, achieve 50% of consumers' association of the brand with food pairing and increase the indicator by 3.5 points.

Campaign details

Brand: PepsiBrand owner: PepsiCoEntrant company: Pepsi - GuatemalaIdea creation: El Taier DDB GuatemalaMarket: Latin AmericaSector: Soft drinksMedia channels: Outdoor, Out-of-home, Merchandise & free gifts, Online video, Radio & audio, Packaging & designBudget: Up to 500k

Executive summary

Pepsi has been the market leader for quite some time. As part of its strategy, it has built a food pairing strategy, aiming to become the default drink for meals. To strengthen this strategy, Pepsi built around local relevance and emotional connection. The covid-19 pandemic, however,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands