Beverage Industry

Pepsi launches summer Latino music event series

May 17, 2011
This summer, Pepsi, a brand of Purchase, N.Y.-based PepsiCo, will sponsor a 12-week free music entertainment summer series featuring Latino music acts called Sabados de Verano (Summer Saturdays).

Pepsi will host 36 live concerts and music film screenings starting Memorial Day weekend through mid-August in Los Angeles, New York, Chicago, Miami, Dallas and Houston.

In each market, Pepsi will offer two movie screenings featuring a pre-recorded concert and four live concerts by popular Latino musical acts, including Alacranes Musical, Belanova, K-Paz, Melina Leon and Tego Calderon. In addition, each Sabados de Verano event will feature a local DJ and attendees also will have the opportunity to participate in interactive games, face painting and special giveaways.

“At Pepsi, we thrive on developing products and programming that connect with our consumers,” said Javier Farfan, senior director of cultural branding for PepsiCo Beverages Americas, in a statement. “We cherish diverse cultures and celebrate the Latino community’s love and passion for a variety of music. Sabados de Verano provides a perfect opportunity to gather people for an entertaining family and community summer get-together.
The schedule of Sabados de Verano events will be posted on Pepsi’s Facebook page and the brand also will update followers on its @miPepsi Twitter page.