A typical case of overcoming a seemingly impossible problem with a brilliant solution here from BBDO Argentina.
The problem being that for argentines the ‘PS’ sound is hard to pronounce. The solution? Change it. Sounds simple enough right? Well, in doing so, they created the first democratic pronunciation for a brand (which in itself guaranteed coverage..)
The results were almost instant and people have been found to be asking for a Pecsi all over Argentina and beyond!