PepsiCo conquista a los consumidores con las populares galletas Marías de Gamesa en México

PepsiCo’s Strategic Move to Introduce Maria Cookies to Multicultural Consumers

PepsiCo, a prominent player in the food and beverage industry, is venturing into new territory by offering Maria cookies from Gamesa, a beloved Mexican brand under its umbrella. These iconic cookies have been a household favorite in Mexico for generations and are now being introduced to a wider audience as part of PepsiCo’s commitment to diversity and inclusivity in its product range. Let’s delve into how PepsiCo is leveraging the cultural appeal of Maria cookies to resonate with consumers and enhance its presence in the global market.

The Rise of Maria Cookies in Mexico and Beyond

Maria cookies from Gamesa can be found in virtually any standard supermarket in Mexico, reflecting their popularity across different demographics. Reports from PepsiCo have hailed these cookies as one of the top choices among consumers in Mexico for decades. Gamesa, the company behind the brand, was established in 1921 under the name La Industrial S.A. and was acquired by PepsiCo in 1990. Today, Gamesa stands as the largest cookie manufacturer in Mexico, with Maria cookies serving as PepsiCo’s gateway to capturing multicultural palates in the United States.

Gustavo Giacomini Cecilio, senior marketing director of PepsiCo Foods North America’s Hispanic Business Unit, emphasizes the significance of introducing Maria Gamesa to the US market. He sees this move as an opportunity to bring authentic Mexican heritage and flavors to the diverse Latin communities in the US. Despite recommendations from the Mexican consumer protection agency Profeco to consume Maria cookies in moderation due to their high sugar content, these cookies have become a nostalgic link for Hispanic consumers in the US, evoking memories of home and family. This sentiment is echoed in PepsiCo’s recent bilingual campaign, “Call Mom.”

Understanding and Connecting with Hispanic Consumers

To better understand the preferences and experiences of Hispanic consumers, PepsiCo conducted a survey among Hispanic mothers. This initiative aimed to reinforce the importance of family-oriented communication by partnering with influencers and the podcast “Enormous Moms” to encourage candid conversations among Latina mothers. The survey revealed valuable insights, with 90% of Latina mothers feeling comfortable seeking support from their own mothers or maternal figures.

Gustavo Giacomini Cecilio details PepsiCo’s efforts to bridge multicultural gaps by introducing well-known Latin American products to the US market. He emphasizes that for Maria cookies, taste knows no boundaries. One of the key challenges in establishing a Mexican product like Maria cookies in the US market is showcasing their versatility and creating engaging consumption experiences. Initiatives like “Coffee Time with Maria Gamesa” aim to celebrate the motherhood experience, particularly among Latina mothers, through authentic conversations.

Maria Gamesa has also been actively engaging with the soccer community, tapping into the sport’s rapid growth among Generation Z, Millennials, and Hispanics in the US. By partnering with international soccer tournaments, Maria Gamesa aims to connect with soccer fans, combining the excitement of the sport with the joy of their cookies. These partnerships not only elevate the sport but also allow the brand to accompany consumers during thrilling match moments.

PepsiCo’s introduction of Maria cookies from Gamesa to multicultural consumers signifies a strategic move to embrace diversity, connect with Hispanic audiences, and expand its global market presence. Through innovative campaigns, cultural insights, and strategic partnerships, PepsiCo is carving a niche for Maria cookies in the hearts and homes of consumers worldwide.America and the US Market: How Products like Gamesa’s Marias Cookies Are Selected for Cross-Border Success

When choosing products like Gamesa’s Marias cookies to expand into the US market, we consider consumer preferences, lifestyle, and authentic connections to Latin American brands.

Gamesa’s Marias cookies, with their rich Mexican heritage and association with beloved family traditions, offer a sense of familiarity and nostalgia that serves as a cultural bridge while meeting consumer preferences.

Marketing Strategy for US Market Entry: The “Call Mom” Campaign

Our marketing strategy focuses on relevant consumer information to authentically connect and launch campaigns centered on values and consumer preferences. It is also our mission to understand the context that affects them. The “Call Mom” campaign celebrates the beautiful imperfections of motherhood while highlighting the challenges faced by Latina moms in the US living far from their own mothers.

The creative concept of treating the campaign like a series of films directed by Faride Schroeder added intimacy and emotion to the story we wanted to tell. With Schroeder’s documentary-style approach and an all-female team, we were able to capture modern motherhood realistically, showcasing the deep emotional connection many Latina moms have with their children.

Survey Results and Partnership with Enormous Mamas Podcast

As part of our Cafecito con Marias Gamesa program, we surveyed 503 Latina moms from Generation Z and Millennials to analyze the complexities of Latina motherhood and understand their needs and challenges. This year, we focused on support systems and prioritizing personal well-being.

A notable statistic from the survey was that while 90% of Latina moms feel comfortable seeking support from their mothers or mother figures, 70% feel overwhelmed or lack time to do so.

To analyze these survey statistics, Marias Gamesa partnered with the Enormous Mamas maternity podcast and a group of Latina moms and content creators to facilitate honest conversations and provide a virtual support community.