Pepsi 2008 Annual Report Download - page 25

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We’re sharing cultural
insights to deliver
authentic products.
A decade ago, PepsiCo’s multicultural marketing team tapped the
expertise of our ethnic advisory boards to provide valuable external
viewpoints that bring greater diversity to our products, our supplier
base and our workforce. When the Latino/Hispanic Advisory Board
in the United States visited Mexico for a board meeting, they saw
that the popular Sabritones snacks would hit home with the grow-
ing number of Latinos/Hispanics living north of the U.S. border.
They shared their product, market and cultural insights with the
Sabritones team in Mexico. Then they visited restaurants and
small retail outlets in Latino/Hispanic communities to uncover the
authentic avors that would connect consumers to their homeland.
They also tasted newly developed avors, identied community
inuencers and guided the team toward greater authenticity in
everything from advertising to packaging. In the process, they
created a template for multicultural outreach that has become
an industry best practice.
This year we expanded the program by targeting the conven-
ience stores that anchor many Latino/Hispanic communities. We
worked with a large chain to introduce special point-of-purchase
displays that position our products for Latino/Hispanic consum-
ers. In 2008, the program reached more than 50 percent of the
chain’s regional stores, driving sales of Sabritones up 11 percent.
These strong results reect the product’s popularity with Latinos/
Hispanics—and also with a diverse range of people whose tastes
extend across different cultures. And early in 2009, we are launch-
ing a whole new line of Sabritas chips in the United States, with
authentic avors that include Chile Piquín and Habanero Limón.
Our multicultural marketing team works with our ethnic advisory
boards to extend our brands to a diverse range of consumers.
23PepsiCo, Inc. 2008 Annual Report