That’s why we needed to be above the average and to add soothing to our media purchase that gives us the opportunity to make a difference in communicating that Pepsi is “The official sponsor of the Guatemalan dream”.

Free air TV, because the most popular TV show went to those places (supermarkets and universitys) and recorded the action. This was broadcast in primetime. More than 1000 cars, riding in Guatemala City with Pepsi "score boards". Pepsi index increased immediately. Brand awarness increased 5 %.