In Argentina, the brand name Pepsi is largely mispronounced because the "ps" sound in the second syllable is very difficult to pronounce. As a result, around 25% of the Spanish population in Argentina ask for a "Pecsi" instead of a Pepsi.
Rather than trying to change the consumer, Pepsi's agency proposed to change the brand name within its campaign. In what they called the first "democratic pronunciation of a brand", Pecsi was born. Pepsi packaging was changed to read “Pecsi” and the new brand name was publicised on TV, outdoor and in bars and restaurants.
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