SITUATION
PepsiCo needed a regional LATAM campaign for their cookie brand: Chokis. Each country was developing individual work, leading to inconsistent branding and contradicting positionings. Our campaign had to unify the brand, centralize the target, and define a distinct voice that would resonate across the region. Previously, PepsiCo found it difficult for ideas to cross borders, especially between Mexico and Argentina.
More Work
With many social, economic and political differences, even in preferred types of humor, we explored what millennials in these countries had in common. We learned they were highly optimistic, progressive, and wanted to lead social change. But they were also realizing that things aren’t always as easy as they seem. Even so, there was something they could always count on. According to research, they felt Chokis was the only cookie that always delivered on its advertised promise.
Our campaign, “Expectation vs. Reality”, used relatable, down-to-earth humor to get people laughing without over-promising, an important nuance for several countries. The campaign depicted common situations where reality didn’t match expectations. However, the brand paid it off with an honest, consumer truth. Chokis always delivered what it promised, a moment of true enjoyment you could have any time.
The campaign tested well above average in all countries, including in Mexico AND Argentina— a first for PepsiCo LATAM. Sales KPIs were exceeded and brand health was stronger than ever for a post-campaign test.
