In an integration with Telemundo’s “La Voz,” the Spanish-language edition of NBC’s award-winning series, “The Voice,” Pepsi will increase the season two grand prize from $100,000 to $200,000. The company will serve as the show’s first-ever beverage sponsor and prizing partner.
The integration will span the blind auditions, battle rounds and live performances. The show will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints: multi-screen presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season.
“Pepsi is passionate about elevating the diverse and exciting voices within the Hispanic community, and our new integration with ‘La Voz’ is the perfect platform to do that; by unapologetically celebrating and empowering the rising talents that are putting their hard work and passion out there for the world to see,” said Esperanza Teasdale, VP and GM for PepsiCo’s Hispanic business unit marketing. “The partnership, which taps into the Pepsi brand’s rich heritage in music and entertainment, allows us to celebrate Hispanic culture and passion points and support the next generation of talented musicians who aren’t afraid to live life their way and chase their musical dreams.”
The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”). Pepsi says the new tagline, launched earlier this month, is the brand’s first in two decades and is inspired by the most loyal Pepsi drinkers, who proudly like what they like and live their lives out loud without worrying about what others will think—whether that’s belting out a song at karaoke, clapping at the end of a movie or simply enjoying a Pepsi.
Pepsi, which is based in Purchase, New York, unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the brand’s Hispanic agency, Alma. The new ads spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers. Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. The company says the spots will air across English and Spanish-speaking properties to reach the brand’s growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.