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Verified Legacy Engagement

Pepsi Sábados en el Parque

Making Pepsi relevant to Latino audiences through music — and putting Pepsi Throwback in people's hands where the music was.

  • Beverage
  • Latino audiences
  • Music
  • Experiential
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A large crowd gathered before a tree-lined outdoor stage at a Pepsi Sábados en el Parque event

The challenge

Relevance first. Then the sip.

The objective was two-sided: make Pepsi relevant through music, and create an on-premise sampling program featuring Pepsi Throwback. The summer program was developed for major Latin markets.

Cultural insight

Music is where the audience already gathers.

Rather than asking Latino audiences to come to a brand moment, the program placed the brand inside music moments they already valued — at key accounts during the week and in city parks on the weekend.

Strategy

Two layers: a weekly rhythm and headline park moments.

Weekly key-account events

  • New York
  • Chicago
  • Miami
  • Los Angeles
  • Atlanta

New York City parks

Three major park activations, including Central Park's Rumsey Field and Highbridge Park.

Influencer layer

A special event component targeted local influencers and celebrities.

Artist lineup included

  • Henry Santos
  • Ivy Queen
  • Tego Calderón
  • Wisin y Yandel

Execution · Globe Star's documented role

Every operational layer, managed end to end.

  • Permits
  • Stage production
  • Sound
  • Vendors
  • Negotiations
  • Pepsi signature assets
  • Teams of 20 brand ambassadors

Brand ambassador teams handled sampling and attendee interaction.

  • Pepsi Música brand ambassadors in branded T-shirts on site at a park event
  • Staff handing out Pepsi samples to attendees under a branded tent
  • Performer on the Pepsi Música Sábados stage under a lighting rig
  • Excited fans in a packed crowd holding up phones to photograph the stage

Documented impact

What the record shows.

NYC park events
Capacity turnout
At all three events
Cases sampled
3,000+
Pepsi Throwback and Pepsi Max, across the events

Scope and outcomes reflect Globe Star's archived project record for this campaign only. Dates, budgets, reach and sales effects are not documented and are not claimed.

What brand leaders can learn

Earn the moment, then run it flawlessly.

  1. 01

    Lead with culture

    Music gave the product a reason to be there before it was offered.

  2. 02

    Pair rhythm with scale

    Weekly key-account events and headline park moments did different jobs.

  3. 03

    Operations are the experience

    Permits, sound and trained ambassadors decide how a brand feels on site.

Your next activation

Planning a sampling program that has to mean something?

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