• Ad Age, Tuesday, March 30, 2010 10:50 AM

Pepsi is using actress Eva Longoria Parker to spread the words "Yo Sumo" -- Spanish for "I count" -- in a campaign to encourage Hispanics to not only be tallied in the 2010 census but also to share their experiences in shaping the country, Laurel Wentz reports. Longoria will direct and produce a documentary based on stories posted to the Pepsiyosumo Web site.

"We felt the Hispanic consumer needs to go beyond simply being counted, and count," says Martha Bermudez, Pepsi's senior marketing manager, multicultural marketing.

Pepsi and Dieste, Pepsi's Hispanic agency, are working with NBC Universal's Telemundo and its youth-oriented cable channel Mun2 and the Telemundo.com site to spread the word. A Dieste spot features quick cuts of young Hispanics talking about being counted, with both English and Spanish voiceovers. Another partner, Mexican T-shirt businessman Edoardo Chavarin, has designed a Pepsi "Yo Sumo" T-shirt.

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