Pepsi-Cola Changes Spanish Slogan

DALLAS Dieste Harmel & Partners will break a Spanish-language Pepsi campaign next year with the new tag, “Es Pepsi” (“Is the Pepsi”), the client said.

PepsiCo has used the Spanish-language tag, “Movimiento Pepsi” (“The Pepsi Movement”) for its flagship brand since July 2002.

The new work will launch in January or February, according to client spokesperson Nicole Bradley.

Pepsi’s general-market tag is also changing. “Pepsi. It’s the cola” is replacing “The joy of Pepsi.” The first campaign under the new direction will break just before Thanksgiving from Omnicom’s BBDO [Adweek, Nov. 3].

Both the general-market and Hispanic efforts will concentrate on the relationship between food and cola, Bradley said.

The Purchase, N.Y.-based client spent $120 million on general-market advertising in 2002 and $25 million on Hispanic media, per Nielsen Monitor-Plus.