Pizza Patron’s 25th anniversary celebrates Cantinflas

 
April 20, 2011

Pizza Patrón brought back one of Pepsi's most popular and nostalgic Latin American promotions to the U.S. this week. Celebrating its aniversario de plata (silver anniversary), the company is now offering a commemorative beverage bottle bearing the image of the well-loved Hispanic icon, Cantinflas, as part of a combo meal deal.

Fortino Mario Alfonso Moreno Reyes was a Mexican comedian and actor known professionally as Cantinflas. As a pioneer of cinema in Mexico, he ushered in the Golden Age of Mexican cinema. Cantinflas is often compared to the equally loved Groucho Marx character, in that both used comedic cunning, skill and well-timed deliveries to poke at the wealthy and powerful, often shedding light on injustices of the day.

"I would have to say that just about everyone of Hispanic descent knows and loves Cantinflas," said Edgar Padilla, marketing manager of Pizza Patrón. "On the other hand, when Pepsi ran its Pepsilindros promotion in Mexico in the early 1990's using very popular cartoon characters, it became one of their most successful promotions in history. We believe that using Cantinflas' image on our Pepsilindros will emulate the success that happened 20 years ago."

The promotion is available for those who purchase the $16 Silver Combo meal that includes one x-large specialty pizza, one x-large pepperoni pizza and one 2-liter Pepsi product. They will receive a Pepsilindro bottle featuring Cantinflas image and an instant-win scratch card. Every scratch card is a winner and includes prizes such as home theater systems, DVD sets of Cantinflas movies, free food and beverages and the collectible Cantinflas Pepsilindro bottles.

"Celebrating the beloved Cantinflas and bringing back the Pepsilindro bottles is a fun way to celebrate Pizza Patrón's 25th anniversary," said Jesús G. Díaz, multicultural customer marketing manager for the PBC South business unit. "It also helps us directly connect with our Hispanic consumers, by bringing back memories of the Pepsi brand they know and love from Mexico and making it relevant again in this country."


Topics: Business Strategy and Profitability , Customer Service / Experience , Food & Beverage , Marketing , Marketing / Branding / Promotion , Operations Management


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