CASE STUDY: Power of One,
"El Reventón De Sabór"
Pepsi and Doritos (Frito-Lay) are the two global brands in PepsiCo's beverage and salty snack product portfolio. However, while both brands are a natural fit, PepsiCo had never developed joint advertising for the two brands over the prior 36 years. The "El Reventón de Sabor" (Mega-Party of Fun and Flavor) campaign that resulted from the eventual pairing of Pepsi and Doritos was targeted to Hispanic consumers, a group that represents 18% of the total U.S. population under 24 (source: Nielsen), making it a primary source for current and future brand usage.
Regarding category usage for both brands, the Hispanic Market indexes at 50% below the General Market in total salty snack consumption (source: USDA Consumption Data). Conversely, the Hispanic Market indexes at 80% above the General Market in total carbonated soft drink (CSD) consumption (source: Advertiser Data).
Overall, soft drinks are purchased and consumed more frequently than salty snacks. The marketing challenge was to link consumption of salty snacks to soft drinks to elevate the velocity and consumption of the highly profitable salty snack category. On the other hand, as the soft drink that is usually consumed with a salty snack is a Coke, the challenge was to convert that behavior to a Pepsi.
In addition to driving joint consumption, Frito-Lay looked to develop a campaign that would reverse the equity and awareness declines that the Doritos brand was experiencing among Hispanics. As well, Pepsi sought to build brand loyalty among Hispanics (specifically Mexican Hispanics), who migrate to the U.S. from their country of origin with a strong preference for Coke because of the brand's dominant position in international markets.
By developing a culturally-relevant message that was fun and engaging to Hispanic consumers, the "El Reventón de Sabor" campaign sought to drive joint Pepsi/Doritos consumption while increasing the profits of urban stores in 10 Hispanic markets, the campaign's channel and geographic focus.Campaign Objectives
The primary target audience for the "El Reventón de Sabor" campaign was Urban Influentials Age 18-34. From fashion to music to brand usage, this target sets the trends for the broader U.S. market. As well, this target was selected because both the carbonated soft drink (CSD) category for Pepsi and the salty snack category for Doritos (Frito-Lay) skew young. In addition, while the campaign sought to drive joint consumption among all Hispanics, the target audience skewed young to maintain and invigorate the youth and vitality of both brands.
The secondary target for the campaign was Hispanic Moms with Kids (Gatekeeper). The secondary target was of great importance because, while usage for Pepsi and Doritos skews young, Hispanic Women are involved in 79% of all grocery purchase decisions (source: SRC).Creative Strategy
The creative strategy for the campaign is as follows: Pepsi and Doritos taste great eaten alone, but they're even better together. This strategy led to the creation of the branded expression "El Reventón de Sabor," which translates to the "Mega-Party of Fun and Flavor" when Pepsi and Doritos come together. Two insights led to the development of this branded expression. First, "Reventón" is urban slang for party among Hispanic youth, speaking to the importance of social gatherings among all Hispanics. Second, "Sabor" is a term with profound meaning in the Spanish language. In addition to meaning flavor (a critical brand attribute for both Pepsi and Doritos), it also speaks to the flavor of life, especially as evoked among the richness and vibrancy of the Hispanic culture.
The first step in bringing this expression to life among our consumers was to select two Latino music artists that:
The individuals selected were Chayanne of Puerto Rico and Lucero of Mexico, two artists who represent the two worlds of the U.S. Hispanic population (Caribbean Hispanics and Mexican Hispanics).
Upon selection of Chayanne and Lucero, a proprietary piece of music was developed that played to the strengths of the two artists and that was indicative of the Latin Music trends that have crossed over into the greater U.S. population. Through the two Latin music artists and the proprietary piece of music, the strategy was to create a magical moment that would communicate the fun and flavor that happens when Pepsi and Doritos come together - "El Reventón de Sabor."Other Communications Programs
In addition to traditional media, the campaign utilized grass roots marketing tactics, specifically radio merchandising (i.e., radio remotes, van hits). The goal of these initiatives was to bring "El Reventón de Sabor" to our consumers, creating a fully-integrated, screen-to-street brand experience. At these events, consumers were sampled Doritos and Pepsi and given a collectable poster featuring Chayanne and Lucero, the two Latino music celebrities featured in the advertising. The poster was given to consumers with proof of Pepsi/Doritos joint purchase.
In addition, point-of-purchase materials featuring Chayanne and Lucero were developed to drive joint Pepsi/Doritos consumption in the critical inner city channel (bodegas, small independent grocery). These materials featured the headline, "Ponlos Juntos" (Put Them Together).Media Stragegy
The primary media for the campaign were Spanish-language television and radio, both of which index at 139 (source: Nielsen) for Hispanics versus the General Market. Based on historically successful launches and the campaign objectives, an aggressive communication goal of 80% 3+ effective reach was established. Total TRPs were weighted 64% against television and 36% against radio. The majority of TRPs were weighted against television to drive immediate reach for the joint consumption message while radio increased the frequency of message during the critical first four weeks of the campaign.
The media strategy included a 17-week, product integration sponsorship on Sabado Gigante, a program noted for being the longest running variety show in the history of television. The Sabado Gigante sponsorship featured the host, Don Francisco, holding Pepsi and Doritos while the studio audience would sing and dance to the "El Reventón de Sabor" music. The media strategy also called for the use of three creative units - :60, :30 and :15. The :60 unit was used to launch the campaign and for high-profile music and entertainment specials included in the media schedule. The :15 second unit was run within the same commercial pod as the :60 or :30 units as a fun way to reinforce the message that, every time you put Pepsi and Doritos together, you start up "El Reventón de Sabor" (The Mega Party of Fun and Flavor).Evidence of Results
Through the "El Reventón de Sabor" campaign, Frito-Lay and Pepsi created the first ever, fully-integrated, cross-divisional, cross-brand, multimedia program seeking to effect consumer behavior. As evidenced by the results, it succeeded in achieving each of the program's stated objectives.
In addition to the results above, the television advertising succeeded in achieving 80% claimed ad awareness (source: Advertiser Data), evidence to the impact of the program and to the memorable expression ("El Reventón de Sabor") created to brand the joint-consumption occasion for Pepsi and Doritos.Summary
In the face of fierce competition (especially in the CSD category), PepsiCo sought to leverage the strengths of its two global brands for the first time in 36 years in a concentrated effort to drive joint consumption in the Hispanic Market. Through two of Latino world's brightest stars and a proprietary piece of music, PepsiCo communicated the fun and flavor that happens when Pepsi and Doritos come together - "El Reventón de Sabor." The result has been a significant contribution to sales increases in PepsiCo's Key Urban Markets and dramatic gains in equity and awareness for the Doritos brand.
Agency: Dieste, Harmel & Partners