Objective:  

·        Make Pepsi a relevant soft drink using the power of music

·        To create an on-premise sampling program that highlighted the new Pepsi throwback flavor

Action:

·         Create a summer program to be activated in the 6 major Latin markets

·        Program Name - “Pepsi Sábados en el Parque”

 

Marketing and Production:

·         Weekly events at key accounts in 5 markets - NY, CHI, MIA, LA and ATL

·         Activations executed in 3 major NYC City Parks (Central Park’s Rumsey Field and High Bridge Park)

·         Artist Lineup: Henry Santos, Ivy Queen, Tego Calderon, and Wisin y Yandel  

·         Special event component developed to target local influencers and celebrities 

·        Managed the entire production aspect: permits, stage production, sound, vendors, and negotiations 

·        Managed Pepsi’s signature assets

·        Created teams of 20 brand ambassadors for sampling and attendee Interaction at the Pepsi footprint

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Impact:

·        Capacity turnout for all 3 events

·        Over 3000 cases of Pepsi “Throwback”, “Max” were sampled at all the events