Pepsi Meals Bolivia

Medal Won

• 🥈 SILVER – Best Use of Mobile

Campaign Overview

In Bolivia, Pepsi aimed to differentiate itself from Coca-Cola by focusing on a unique and underexplored market segment: street food culture. While Coca-Cola dominated family meals and restaurants, it paid little attention to the diverse and vibrant street food scene that reflects Bolivia’s cultural richness.

The Pepsi Meals Bolivia campaign celebrated this diversity, positioning Pepsi as the ideal companion to street food. Through a mobile-first strategy, the campaign connected with food lovers across Bolivia’s major cities—La Paz, Cochabamba, and Santa Cruz—using influencers, dynamic video content, and a hashtag-driven movement to create a digital and cultural phenomenon.

Creative Concept

The campaign revolved around the concept of “Everything goes with Pepsi”, showcasing the versatility of street food and its perfect pairing with Pepsi:

• Foodie Ambassadors: Influential food lovers toured the country for 10 days, visiting street markets, food stalls, and hidden culinary gems.
• Dynamic Mobile Content: Created short, visually engaging videos highlighting Bolivia’s diverse dishes and street food culture, distributed across social media platforms.
• Hashtag Movement: Used #SíConPepsi to unify the campaign and invite Bolivians to share their own street food experiences.

Execution Strategy

1. Mobile-First Approach: Delivered vibrant and snackable video content optimized for mobile platforms, ensuring maximum reach and engagement.
2. Regional Focus: Highlighted local cuisines in La Paz, Cochabamba, and Santa Cruz to build emotional resonance.
3. Community Building: Inspired the creation of Bolivia’s first foodie community, @foodbolivia, which celebrated local gastronomy.

Impact and Results

The campaign delivered outstanding results:

• 8.4M people reached through mobile and social media platforms.
• 9.4M interactions, driving engagement with Pepsi’s content.
• +100% growth in sales volume at street food-associated points of sale.
• 4,000+ new points covered, expanding Pepsi’s market presence.
• A 500% increase in interactions with localized content, solidifying Pepsi’s role in Bolivia’s street food culture.

Why It Worked

By tapping into an authentic and underutilized cultural segment, Pepsi Meals Bolivia created a unique connection with consumers. Its mobile-first strategy and engaging content celebrated Bolivia’s street food diversity, establishing Pepsi as a beloved part of the country’s culinary experience while achieving significant sales growth and brand differentiation.