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Pepsi is working with Kinetix Integrated on a multi-city, multi-event music and entertainment program that ties in to four major Hispanic award shows.
The campaign is meant to reach Latinos within the 18-34 demo, writes Brandweek.
The awards include the Billboard Latin Music Awards, the Latin Grammys, MTV Video Music Awards and Premios Juventud, a Spanish-language kids’-choice award show. Called the Blue Carpet Bash, the campaign centers around exclusive parties being held in the same cities as the award show venues.
Print, radio, retail, TV, and online support. There will also be a sweeps component.
“This consumer segment hasn’t been addressed correctly by marketers,” says Paul Estevez, CEO of Kinetix. “I don’t think any one brand has ever really communicated well with young Latinos. There’s a disconnect with those of who are born here, who are American, and who are influenced by general market cultures.”
Sponsors for the Blue Carpet Bash include Microsoft with Zune and possibly Xbox, Estevez says.
PepsiCo’s measured media ad spending was $818 million through November 2007, according to Nielsen Monitor-Plus. Domestic Hispanic TV ad spend reached $38 million through November 2007.
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