MERCADEO Versión en español
Marissa Solis of PepsiCo: We Celebrate Those Who Do Not Apologize for Their Origin
Manuela Walfenzao| 8 de noviembre de 2019
Marissa Solis
PepsiCo Marketing VP Marissa Solis said in her address to the 2019 ANA Multicultural Marketing and Diversity Conference that companies must change their ways in order to succeed in today’s U.S. multicultural landscape. “We created a holistic business unit dedicated exclusively to multicultural marketing. We decided to stir up the passion by featuring Latino pop culture stars in our Super Bowl ad, because Latinos are a group without complexes – they are 100 percent American and 100 percent Hispanic, fusionists proud of being who they are. We decided to celebrate those who do not apologize for their origin and partnered with John Leguizamo, who represents that Latino consumer perfectly.” Solis said they started by featuring the basic Hispanic passion points of soccer, education and music, but with a twist. “This year we created a program in alliance with the UEFA Champions League and a campaign with soccer stars Messi and Salah,” she said. “For the Latino community, having access to their soccer idols and their favorite musicians is awesome, so we couldn’t do better than create these unique experiences for our consumers.” For PepsiCo it is also very important to support organizations that promote the careers of young artists, so the soft-drink titan struck an alliance with The Latin Recording Academy and J Balvin for the campaign Tu Voz, Tu Sabor (Your Voice, Your Taste), that awarded scholarships to four singers so they could continue studying music. “Jennifer Lopez and Shakira at the Super Bowl are another example of the many multicultural elements influencing the general market, and that this is our moment. There is power in the Latino voice, and we are making Latinos heard.”
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