"We applaud everything that is happening around the Census but we're taking a little bit of a different angle, which is beyond the numbers, and really highlighting the people behind the numbers and how they count in their lives," said Martha Bermudez, senior multicultural marketing manager for Pepsi. "We really want to inspire the Hispanic community to showcase the contributions that Hispanics are making to the overall US country."
Working with Edelman, one of Pepsi's PR partner agencies, the company is using a 360-degree approach with advertising, PR, and leveraging partnerships with Telemundo and Longoria Parker. On the PR side, Pepsi is targeting Spanish-language and bilingual outlets and publications, and working on grassroots initiatives at college campuses. While the campaign targets all Hispanics, the focus will be on young adult influencers in the Hispanic community.
"We actually created this [new Web site] as a platform where consumers can go and share their stories, hear other stories, and be inspired," Bermudez said. These stories and others will be put together into a documentary, which will be directed and produced by Longoria Parker.
Additionally, Yo Sumo has its own Facebook and Twitter pages and worked with Mexican clothing company NaCo on a Pepsi Yo Sumo T-shirt.
"We're hoping to get a lot of excitement over the next few weeks and a lot of stories from consumers who want to be a part of this story that is being told," Bermudez said. "And we'll start working on this documentary with Eva soon after."