Page 62 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
What role does culture play in your overall and Multicultural communications plans? C
Culture is everything. It drives how we show up in product, merchandising, communications, and activation. It is not enough to study the cultural insights – one has to live the culture to truly be relevant in today’s marketplace.
Is there a recent campaign or messaging from your company that you are particularly proud of?
I am very proud of our recent partnership with Billboard on our Pepsi En Vivo Music Series, where we partnered with CNCO to bring free private concerts to fans across the country putting them at the intersection of culture and entertainment. To be able to give access to fans that otherwise could not afford to have those unique experiences with their favorite artists is very important to our Pepsi brand.
Is there a brand outside of your industry that you believe is making a strong connection with Hispanic consumers?
I love the work that McDonald’s is doing across TV advertising but also in the community to provide scholarships to employees and to better connect their consumers to culture.
How are you evolving your traditional media messaging along with your digital efforts?
We continue to evolve both our mix as well as our content to ensure we are engaging where our most valuable consumers are and to allow us to have a true dialogue as opposed to a one- sided message.
Do you have a favorite superhero?
I would have to say Black Panther or Captain Marvel. Both are champions of the underdog in their own unique ways. One is a cultural icon, and the other is a badass female role model!
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