PepsiCO is channeling its focus on a new target audience, Hispanics. The "Yo Sumo" (I count) campaign aims to encourage Hispanics to "go beyond just being counted numerically" but share their stories on how they have changed the American landscape.
The "Yo Sumo" initative will not be the only advertising directly amied at Hispanics. The 2010 Census is expected to reveal a large amount of Hispance consumers, also a growing demographic.
PepsiCo's goal is to bring the personal stories of Hispanics to life and create a compelling film. The company has partnered with Eva Longoria Parker who will direct and produce the documentary.
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