Developing an International PR Campaign: Pepsi and the Black Eyed Peas on Mexican vs. Russian Markets

Author: Olga V. Novoselova, Enoc Salim Ruiz Gomez

Communicology. 2018. Vol.6. No.6
Novoselova Olga Victorovna, senior lecturer at the department of integrated marketing communications and branding, Ural Federal University;
Enoc Salim Ruiz Gomez, graduate student, Ural Federal University. Adress: 620002, Russia, Yekaterinburg, Mira st. 19. E-mail:;

Abstract. Applying the circuit of culture model in analyzing Pepsi campaign with the Black Eyed Peas in 2007 case study uncovers the differences in perception of the brand and PR campaing in Mexico and Russia, which shows the importance of a culture-centred approach to public relations and communication. At the same time, it reflects how unique symbols were created and used in implementing in two culturally varied countries. The challenge of Pepsi was to create a universal campaign for reaching many kinds of diverse cultures including Russia and Mexico that should have enough symbolic values and common messages which could be understood by different nationalities in order to bring success to the brand. Analysis of this case study attempts to contribute to building knowledge in this area. While focused on two countries, this case builds a stronger argument for considering cultural approaches in developing universal public relations practice.

Keywords: Pepsi PR campaign, internatonal public relations, communication in Mexica, Russian communication style, universal symbols, international brand

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For citation: Novoselova О.V., Ruiz Gomez Enoc Salim. Developing an International PR Campaign: Pepsi and the Black Eyed Peas on Mexican vs. Russian Markets. Communicology (Russia). 2018. Vol. 6. No.6. Р. 97–110. DOI 10.21453 / 2311-3065-2018-6-6-97-110.

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