News Published on 8 Feb
Pepsi becomes ‘Pesi’ in Spain
Filed by Bill Bruce
Pepsi-Cola’s intriguing insight from Latin America, that many Spanish speakers can pronounce the brand’s name more easily and phonetically without the second ‘P’, has arrived in Spain.
In a new commercial within a commercial, Liverpool and Spain soccer star Fernando Torres gets fed up when the director keeps correcting the way he says ‘Pesi’ on camera.
After the English-speaking director yells “cut” through 189 takes, Torres rips the letter ‘P’ from a Pepsi sign behind him and boldly tells the director that, in his neighbourhood, it’s called ‘Pesi’.
This approach was a big hit, though somewhat controversial, in Argentina last year when Pepsi renamed the brand ‘Pecsi’ in keeping with Argentine accents. Now Pepsi is parsing different Spanish accents, adopting the ‘Pesi’ spelling in Spain without the Argentine ‘C’.
A Pepsi spokesman at the company’s New York headquarters said that, other than Argentina and Spain, “there currently are no plans to use similar advertising in other Spanish-speaking markets”.
Source: Advertising Age
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