Pepsi Launches YO SUMO to Showcase How Latinos Are Refreshing the Landscape of the United States

PR Newswire

Pepsi Yo Sumo

Pepsi Co.

The 2010 US Census was going to be the one that would reflect the increase power of the Latino community in the US. Pepsi wanted to both encourage the Latino community to participate in the Census and, also, make them stand up, forget they're being counted and begin to count, to add-on.

PEPSI YO SUMO is a collaborative project on which we asked the Latino community how they're helping to reshape the US through music, culture, or their everyday life. We collected thousands of stories from all around the country and Eva Longoria was chosen to direct a documentary film to tell all these stories.

Campaign poster


Merchandising (Collaboration with NaCo)

Documentary by Eva Longoria

© 2023 Ricardo Muñoz