“Yo Sumo.” The Spanish phrase, which in English translates to “I count,” forms the basis of PepsiCo’s current campaign addressing Hispanic Americans. The campaign hopes to spur Hispanic consumers not only to participate in the 2010 Census, but to make their citizenship “count” to the fullest extent. Instead of just filling out the form and being included in the census tally, “Yo Sumo” urges them to discuss their experiences and influence on the American nation via Pepsi’s interactive website, http://www.pepsiyosumo.com/. Popular Hispanic actress Eva Longoria Parker is slated to collaborate with Pepsi to film a documentary based on anecdotes posted to the site. The “Yo Sumo” website has already caught on within America’s Hispanic community, and many fans of the initiative have purchased official “Yo Sumo” custom t-shirts (pictured above). Lots of “Yo Sumo” supporters proudly wear their logo apparel in profile pictures on social networking sites to communicate their excitement to friends and family!
As was the case with the last national census in 2000, experts expect Hispanic consumers to comprise a large portion of respondents, reminding marketers about their immense purchasing power. If you compete in an industry that targets largely Spanish-speaking market segments, there are lots of promotional products that you can customize in order to reach out to these consumers. You can, and should, take immediate action to diversify your marketing mix to appeal to Hispanic audiences. Consider ordering items like these calendars featuring Spanish text or imprinted pens that sound a cheery Spanish voice recording to end users when their heads are pressed down. In addition to items with predetermined stock messages in Spanish, don’t forget that you can tailor any promotional products to people of any native language by specifying your own custom content and graphics.
Dana
Team Lead – Social Media
