Pepsi goes local in Spanish push; interactive spot urges movie-goers to drink Pepsi at concession stands

MADRID-Although there is general agreement that Pepsi, Sony and Tampax are global brands, the distinctly different conditions of the European markets have forced them to act locally. In Spain, for example, Pepsi is hardly stiff competition for Coca-Cola, which controls 80% of the market. This gap, however, provides Pepsi and its ad agency, Tiempo BBDO, with a maneuverabflity when designing the company’s promotional strategy, as illustrated in its new campaign.
As part of a joint project between Pepsi and a chain of movie- theater bars and concession stands, the client has introduced an interactive spot that has spawned the Spanish “new generation” slogan “Estas Loco? Bebe Pepsi!’ which translates to “Are you crazy? Drink Pepsi!” In the spot, a crowd of teens at a concert start shouting that they’re tired of waiting.