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Overview
As part of its health and wellness focus, PepsiCo tasked us to increase awareness of its Smart Spot symbols within African American and Latino communities. Thus, we were faced with a dual challenge of educating consumers and media about PepsiCo's healthy Smart Spot products (designated as such by PepsiCo's Smart Spot symbol) and establishing PepsiCo's credibility on health/wellness issues. Moreover, we felt that it was imperative to build a "trust bank," as well as an emotional pull and relevance, within these minority communities.
Bratskeir developed the "Smart Spot Dance" initiative, a multi-city instructional dance program that offered a fun way for families, especially moms, to lead healthy, more active lifestyles. Leveraging PepsiCo's relationships with the National Urban League, the National Council of La Raza, America on the Move and the YMCA, we were able to effectively target moms in each of these communities.
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We enlisted Mario Lopez, of ABC's Dancing with the Stars and LaChanze, of the Broadway hit, The Color Purple, to lead our "Smart Spot Dance" events in each market. We also partnered with registered dieticians to create Smart Spot recipes and health & wellness "counseling" sessions for consumers in key markets. We supplement these efforts with the creation of an instructional DVD and microsite to sustain and expand program participation.
Results
• Generated more than 110 million media impressions.
• Increased smartspot.com YTY traffic by 10 percent
• Generated nearly 10 million in targeted AfAm/Hispanic media impressions
• Directly reached thousands of consumers via community dance events
• PRWeek Awards honoree for best Multicultural Marketing campaign
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