PepsiCo wanted more than a nice message for Hispanic Heritage Month. It needed to position itself as the trusted partner that truly understands the Hispanic consumer, both in front of its retailers and in front of the families buying its products every week.

That’s where two moves came from, both with the same heart.

My role: Senior Copywriter. I wrote the concept, the territory narrative and the copy across all the assets.

The first, the Hispanic Customer Growth Summit, a virtual event designed to elevate cultural trends and accelerate collaborative growth with retailers. Nothing like a boring webinar. An interactive, live platform, with Hispanic celebrities as host, surprise moments and production worthy of an in person event. The results spoke for themselves. 454 attendees, 50 percent engagement rate on questions, and a drop off rate of 15 percent versus a 45 percent industry average. Nearly 95 percent of attendees rated the summit as very good or excellent.

The second, the Hispanic Heritage Month Celebration Box, because in Hispanic culture nothing gets celebrated without food. A vibrant box, unmistakably PepsiCo, available on its ecommerce site The Pantry Shop, letting every family build their own selection of Hispanic products and relive memories the moment they opened the box.

Two pieces, one single truth. When a brand truly understands its people, the numbers and the heart grow together.