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Pepsi Changes Image

Guatemala is the first country in Latin America where PepsiCo is launching its new image, after doing so already in the United States.

Tuesday, June 23, 2009

©image: Wikipedia

CabCorp, Pepsi’s bottler for Central America and the Caribbean, invested nearly $2 million for the launch in Guatemala, which includes investment in the factory, changing the labels, changing the images in the refrigerator equipment, and an aggressive advertising campaign, among other activities.

The new image is an international change for Pepsi, in which Guatemala is the first country in Latin America to launch the new image, after the United States. The new image and its innovative logo will also be distributed throughout Latin America through a massive advertising campaign that will start beginning June 30th.

Source: Hill and Knowlton

Key entities

Central America Beverage Corporation PepsiCo Julieta Bonilla

Countries

Guatemala

Insight

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