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.
