For a perennial runner-up brand, Pepsi-Cola's been having an unusually high-profile year. First came a controversial logo redesign and the leaking of an even more controversial creative brief that revealed Arnell Group's bizarre strategy behind the redesign.
Now, from opposite ends of the Western Hemisphere, come two very different yet equally remarkable stories about Pepsi branding.
In Argentina, it seems, as in much of Latin America, "Pepsi" is pronounced "Pecsi."* Rather than fight, Pepsi opted to switch. Its new marketing campaign in Argentina actually respells the venerable (since 1898) brand name:
Translation: "Drink Pecsi, save [money]. Drink Pepsi, too."
The verbs are in the archaic second-person plural familiar tense (vos)
used almost exclusively in Argentina.
As part of the campaign, Pepsi (or Pecsi) compiled an online "Pecsipedia" of slang terms used mostly by residents of Buenos Aires, known locally as Porteños. According to the introduction, "It doesn't matter how we say it, let's speak the same language."