“Pecsi” is an easier pronunciation given Spanish phonetics, and it sort of comes naturally. According to a recent survey, 25% of the population says it that way. So BBDO Argentina came up with the idea of simply making “Pecsi” the spelling and launched an integrated campaign to support it. The motive was clear: to get closer to consumers, by including those who weren’t pronouncing the name of the brand correctly…

This presents a strange paradox of global branding — one the one hand, it’s good to adapt to local markets as to better serve the consumers, but on the other hand, branding is mainly consistency. Pepsi already has more than a hundred years of name recognition, so is this the best time to change the name only in one country?

Also, there appears to be no hint of the new Arnell logo. Breaking the rules of consistency. Tsk tsk.

via AdPulp »