It happened first in Argentina, then in Spain and now it is happening in Mexico.
In a brilliant move to recognize the cultural differences of these countries, Pepsi, the world-known soft drink of Pepsico, has become “Pecsi” in the Mexican market.
Adapting the word Pepsi to the different ways that people from all over the world pronounce it is a marketing strategy that surely will produce good results for PepsiCo–the world’s second-largest food and beverage company with consumers in more than 200 countries. In Argentina, Pepsi is already called Pecsi, and in Spain, Pepsi is called “Pesi.” Nobody can complain about this strategy. On the contrary, many Spanish-speaking people would feel more comfortable pronouncing Pecsi or Pesi, rather than Pepsi.
Three years ago, Pepsico launched a very funny and successful marketing campaign in Mexico named “Wiwichus.”. The “wiwichus” were five small characters that people could exchange in convenience store for a determined number of Pepsi bottle caps. The campaign involved the use of applications to download “wiwichus” in personal messages as well as ringtones for mobile phones.
The funny thing about the campaign was that the word “wiwichu” came from the way Spanish-speaking people sing the part of a certain Christmas song that says, “We wish you a Merry Christmas.” We is pronounced as ‘gui’/wi’ and two consecutives ‘gui’ along with the you, create the sound “guichu”/wichu.
Mexican people loved the “wiwichus,” sang the American song and bought a lot of Pecsis to acquire them. I need to say that during that time I also got my own “wiwichu.”
With campaigns such as these, PepsiCo shows that they know their markets well, and that they are willing to adapt their products to the idiosyncrasies of their customers from around the world.
Dumbasses!
Posted by: pete pete | 03/30/2011 at 01:25 PM
This is a terrible move for PEPSI!...the term PECSI is used by Mexicans to ridicule people that do not know how to pronounce correctly. This will cost them greatly
Posted by: Alex | 03/30/2011 at 02:26 PM
Don't forget Dember Colorado, Jewta, Tookson Arizona and many other names butchered by Mexicans.
Posted by: The man | 03/30/2011 at 03:00 PM
Let's change William to Willians, Child Support to Sha-sha-po', and pizza to peeksa . . . now we're talkin' (not ebonics, but hispanonics)
Posted by: Rusty | 03/30/2011 at 03:41 PM
How is this different from the fact that the car that the Japanese call "Kanmuri" is "Camry" in the United States?
People who speak different languages have different phonetic aesthetics. Get over that!
Posted by: Jack | 03/30/2011 at 11:29 PM
Why don't we change Amarillo to "Amareeyo"! Oh, wait. The word is actually pronounced Amareeyo and butchered by English speakers to include the "L" sound...What a trip.
Posted by: Ray | 03/30/2011 at 11:35 PM
Dumb idea. A brillant move? Ha!
Posted by: fhmg | 03/31/2011 at 08:15 AM
In case any of you have noticed, this is being done in Mexico, not here. Americans have always changed pronounciation of other languages to suit them. So I guess we are all dumbasses?, Dumbasses!
Posted by: ROC | 03/31/2011 at 08:45 AM
I love it! And I don't think they're making fun of anyone. If that's the case then Coca-Cola which is a Mexican product was then ridiculising non-Spanish speakers that's why they change Coca-Cola to Coke? No right? They're just making it easier. So why not take it this time in a good or funny way instead of making it a big deal?
Posted by: anaraceli | 03/31/2011 at 10:07 AM
Lived in Mex four years and I don't recall anyone calling it that. It takes about 5 minutes to get over those linguistic "aesthetics" Particularly the long "r"s and "e"s. Like "meesterr" instead of "mister". Say "mister" once properly and your whole concept of the use changes. Focus on pronouncing syllables first, like the "ih" sound. Then put them together. You have to hold your tongue in a certain way during each syllable. To bad our Mex. teachers in U.S. don't learn that.
Posted by: FestivalofMusic | 04/04/2011 at 05:56 AM
@The Man and @Rusty :
Really? How about the way you americans pronounce the name "Los Angeles"? That's spanish!! or how about the way you terribly butcher the originally french "Des Moines"?
I don't exactly agree with the name change but I don't find it too repulsive either... Only time will tell whether it was a good strategy or not...
Posted by: Kate Ackerley | 04/09/2011 at 02:17 PM
Im from mexico and I can tell that the fact people say "pecsi" its given to poor pronunciation in the rural poblation.
People who say "pecsi" and other related words are usually related to ignorant or with lack of education.
No one here in Mexico liked such move from Pepsi, and its even insulting.
Posted by: David Escalante | 05/26/2011 at 04:00 PM
An accident is surprise! I see zhang xinzhe luo he's cool oh the singers: oh well...
Posted by: Nike shox | 06/02/2011 at 07:04 PM
Los Angeles = Los (short oh) An (Ah) Geles (Heh les)
not Los Anjeeles.
Arizona = Ah ree zoh na
California = Cahleeforrnia
i've heard some people call it Pecsi instead of Pepsi. They just can't pronounce it. No biggie.
Posted by: Not a Dumbass like others | 09/22/2011 at 01:33 PM