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Pepsi launches ‘Yo Sumo’

BY Allison Cerra

PURCHASE, N.Y. Pepsi announced the official launch of “Yo Sumo,” an initiative created to show the world the incredible contributions that Latinos have made to the United States.

To accomplish the “Yo Sumo” mission, Pepsi partnered with renowned actress and humanitarian Eva Longoria Parker to produce and direct a documentary that presents the Latino identity from a fresh point of view. Longoria Parker has been widely recognized for bringing attention to a host of causes and projects important to the Latino community.

“I can attest to the unique ways in which we, as Latinos, enrich this country with our contributions and compel people everywhere to progress and succeed. As such, I’m honored to be a part of such an important and relevant project,” said Longoria Parker. “I believe that every Latino has an impact, however big or small. Now more than ever, it’s time to help tell the stories that make this community admirable, to inspire others to be seen, be heard and be counted.”

Latinos from all parts of the country can be part of the documentary by simply sharing their story on www.pepsiyosumo.com. Longoria Parker will personally select the people who will be portrayed in the film and work with them to bring their story to life through her unique vision.

“Pepsi’s ‘Yo Sumo’ program creates a space to celebrate the power of the Hispanic community, while shining a light on the beauty of individual people,” said Frank Cooper, chief consumer engagement officer, PepsiCo Beverages Americas. “We are fortunate to have Eva Longoria Parker bring her vision, creativity and sense of purpose to this project.”

In line with a program, Pepsi launched T.V. commercials in English and Spanish,  as well as a full digital campaign for the Web site and Facebook.

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All Natural Title to be sold at Florida Walgreens stores

BY Allison Cerra

MEDLEY, Fla. All Natural Title, a sports drink made by Electric Beverage, will be sold in all Florida Walgreens drug stores.

“We are thrilled that Walgreens has expanded our distribution to include all of Florida and now into Southern Georgia,” said SVP Bob Friedopfer. “They have been a huge supporter of Title and Blue Gem. We look forward to establishing a presence throughout all of Florida and building our brand in one of the top consumer markets for all isotonics in the U.S.”

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Fiji Water gets a six-pack

BY Allison Cerra

LOS ANGELES Fiji Water is getting smaller and more convenient for on-the-go customers.

Fiji Water’s Mini & Mobile six pack shrinks down the 330-mL container for Fiji Water fans who are looking for a smaller-scale version of their favorite bottled water brand.

“Since the 330 ML FIJI launch in 2006, it has been a highly adored product due to its smart size and fit,” said Grace Jeon, SVP national sales and field marketing for FIJI Water. “To deliver greater value and ensure competitive pricing structure, we worked with our customers to create the ideal six-pack.”

FIJI Water’s new Mini & Mobile is currently available at retailers including Target and Kroger, as well as many other fine grocery chains at a recommended price point of $5.49.

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