Pepsi: I'm Craving Guatemala

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,...

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