This is a pretty cool case study that you won’t see every day! Pepsi let BBDO Argentina change their name in an experimental campaign because it was too hard for the locals to pronounce! They set out to re-brand almost everything, bottles, websites, signage… the lot. And the result? Pecsi took off and people started asking for a Pecsi all over Argentina and abroad! (thanks Fernando!)
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December 10th, 2009 at 12:51 am
This is damn interesting!!! I would be darn happy if I’m their IP lawyer!
December 10th, 2009 at 7:37 pm
Interesting indeed. But being the dull party pooper that I am….what happened to sales volumes? It’s inferred that they went up in the comment ‘The best bit is that people asked for a Pecsi’ but by how much? Has all the nice ‘soft’ metric number improvement been converted into sales performance? I’d love to know. Seems like a really good approach…but without a clear understanding of the business outcomes it’s hard to say for definite!