Media & Advertising
Pepsi a devenit Pecsi in Argentina
Reprezentantii producatorului de bauturi racoritoare Pepsi CO au decis sa rebranduiasca marca Pepsi in Pecsi, pe piata din Argentina. Motivul? Vorbitorii de limba spaniola, in special cei cu accent argentinian, au tendinta de a pronunta Pecsi in loc de Pepsi, scrie presa internationala.
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Argentinienii s-au obisnuit cu aceasta pronuntie de ani de zile, motiv pentru care Pepsi a reactionat cu o campanie de rebranding, realizata de agentia BBDO Argentina, care – sustine media internationala – ar fi prima de aceasta natura din istoria brandului gigant.
„Pecsi” poate fi pronuntat mult mai usor in fonetica spaniola. Potrivit unui stiudiu recent realizat de Pepsi, 25% din populatia argentiniana sustine ca le este mult mai naturala pronuntia Pecsi.
In Argentina, pretul unei doze de Pepsi este cu un peso mai ieftina decat o doza de Cola, principalul rival al Pepsi, de unde si mesajul campaniei de rebranding gasit de BBDO: „Daca bei Pepsi, economisesti. Daca bei Pecsi, tot economisesti”.
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