Pepsi Promo, Case study YO SUMO by Dieste Harmel & Partners

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency Dieste Harmel & Partners
Creative Director Gabriel Puerto
Art Director Ricardo Muñoz Aguirre
Copywriter Matias Sada, Victor Garcia-Hoz
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PEPSICO
Product/Service: PEPSI
Agency: DIESTE
Date of First Appearance: Mar 1 2010
Entrant Company: DIESTE, Dallas, USA
Chief Creative Officer: Carlos Tourne (Dieste)
Brand Leadership: Juan Pablo Rodriguez (Dieste)
Creative Director: Gabriel Puerto (Dieste)
Copywriter: Victor Garcia (Dieste)
Art Director: Ricardo Munoz (Dieste)
Copywriter: Matias Sada (Dieste)
Interactive Project Manager: Katrina Michie
Interactive Creative Director: Santiago Bourges (Dieste)
Media placement: TV - MTV - 03/01/2010
Media placement: Online - Facebook - 03/01/2010
Media placement: Posters - OOH - 03/01/2010

Insights, Strategy & the Idea
Everyone in our industry is talking about the 2010 Census. What is it telling us about our country? What does it mean to marketers? What are the challenges and opportunities ahead?
Instead, we explored a different question. What does it mean to us? To Latinos living in the U.S. the Census isn’t just a form we fill out or data that shows up in some report. It’s a kind of reckoning: a way to amplify our individual voices and add up our presence, power and influence into an immutable fact. We are here. We are not witnesses to, but at the very centre of the new American reality.

The Task
Develop a program in which Pepsi inspires and catalyzes Latino Youth and Mom-preneuers to:
- Tell their uniquely Latino stories
- Express their unique New American identities
- Unite as a community to share and show strength

Creative Execution
Seed: we partnered with influencer groups such as NACO and Remezcla to get the message out at the grassroots level by getting influencers, style mavens, and musicians to wear Yo Sumo t-shirts.
Recruit: officially position Pepsi as an agent of change via a TV spot and begin a broader call to participate and join the movement, asking Latinos to share their stories and articulate why “they count/add up” on for the chance to appear in a documentary film.
On TV, The theme of “faces” was a natural one to humanize the numbers (the real stories behind them) show the diversity and refresh perceptions.
Engage: Let’s make a documentary together! Invite fans through Facebook and website to contribute to the making of a documentary featuring the “Yo Sumo” stories and refresh the way America sees Latinos.
Celebrate: Documentary premier at Grauman's Chinese Theatre in Hollywood on October 21, 2010.

Results and Effectiveness
Results and Effectiveness

· What happened as a result of the communication activity?
· How did the communication achieve the goals and influence business outcomes?
· Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.

- Engagement: Over 475 stories & 1,500 pictures shared
- Timeless & Tangible: Celebrity attended documentary premier in Hollywood’s Grauman's Chinese Theatre
- Impact: Documentary film screened in cultural centres all over the country & incorporated into high school curricula.