Gamesa

CHALLENGE:

Help Gamesa leverage its highest selling period throughout the year.

CONSUMER'S PERSONAL STORY:

First- and second-generation Hispanics.

CULTURAL TRIGGER:

“During Lent, I want to be surrounded by brands that provide tasty solutions and that understand my heritage."

CULTURALLY RELEVANT SOLUTIONS:

Promotional program tied to key Hispanic holiday with relevant PepsiCo brands.

RESULT

Increase in sales during this key period.

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