In Argentina it is very common for people to call Pepsi “Pecsi”. So we changed the name of the brand and gave consumers the choice between Pepsi or Pecsi. We launched this 'pronunciatorial democracy' in TV and Outdoor. And we also created the Pecsipedia, the first online dictionary that allowed people to upload words that are spelled differently than they are pronounced.

In Argentina it is very common for people to call Pepsi “Pecsi”. So we changed the name of the brand and gave people the possibility of choosing between Pepsi or Pecsi: If you drink Pepsi, you save. If you drink Pecsi, you save too.

We launched this “pronunciatorial democracy” in TV (9 spots) and Outdoor (4 pieces). We also created the Pecsipedia, the first online dictionary that allowed people to upload the full catalogue of words that are spelled differently to how they are pronounced.

Results:Brand recognition increased 23% over the average of the categoryBrand preference +10 points vs. 2008“Fun brand” doubled its value vs. 2008160,000 visits at www.tomaspecsi.com.ar in 4 weeks.10 minutes visit on average.More than 1,500 contributions (words) to the Pecsipedia.Over 5,000 fans on facebook.