Brand, Cross-Cultural Youth and Music Marketing

During his almost 14 years at PepsiCo, Gustavo developed a broad skill set across different geographies, cultures and consumer groups. Whether he was leading the marketing agenda for the Andean Region in Latin America, or PepsiCo's efforts to build some of their most important brands in the U.S.; Gustavo's focus was on how to connect and engage effectively with millennials and cross-cultural youth.

 

 
 
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Sierra Mist

In 2008, Gustavo spearheaded the transformation of Sierra Mist to a multicultural inspired brand, leading the agency selection process and two new product introductions, Sierra Mist Cranberry Splash and Sierra Mist Undercover Orange. Work leveraged the fresh and humorous spirit of the brand to connect with their core 18-24 target group.

 
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Pepsi - Cross Cultural Youth

Led multicultural marketing strategies, communication and grassroots efforts for Trade Mark Pepsi, Sierra Mist and Mountain Dew, earning the Association of National Advertisers’ multicultural excellence award for work with Hispanic consumers. Gustavo and his team solidified these brands’ position among ethnic consumers, delivering 2x volume growth vs. General Market. 

 
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Music Marketing - US Hispanic and Latin America

Guided design and implementation of several music initiatives in the U.S. and Latin America. From summer music festivals like "Sabados de Verano", to MTV Video Music Awards' viewing parties and a branded TV show in partnership with Telemundo and Yahoo; Gustavo connected Pepsi and its consumers through their shared passion for music.