Pepsi Drops A “P” In Argentina

Pepsi changed its spelling to Pecsi in Argentina to accomodate the local idiom, a humble and wise move that is refreshing to see.

According to Ad Age:

Pecsi” is an easier pronunciation given Spanish phonetics, and it sort of comes naturally. According to a recent survey, 25% of the population says it that way. So BBDO Argentina came up with the idea of simply making “Pecsi” the spelling and launched an integrated campaign to support it. The motive was clear: to get closer to consumers, by including those who weren’t pronouncing the name of the brand correctly…

You may recall the maxim “you don’t own your brand, your consumer does.” Sometimes that’s a bunch of crap, but not this time. Hats off to BBDO and Pecsi.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.