PepsiCo.

CHALLENGE:

MANAZANITA SOL, AN AUTHENTIC APPLE FLAVOR SODA FROM MEXICO, WAS LOSING RELEVANCY WITH CORE TARGET CONSUMERS.

CONSUMER'S PERSONAL STORY:

FIRST- AND SECOND-GENERATION HISPANICS.

CULTURAL TRIGGER:

"I'M LOOKING FOR SOMETHING THAT CONNECTS ME TO MY ROOTS."

CULTURALLY RELEVANT SOLUTIONS:

INTEGRATED MARKETING CAMPAIGN, POS, SHOPPER MARKETING PROGRAM.

RESULT

Increase in Market Share.

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