Reckitt Benckiser has started a global digital campaign to address its lack of brand-awareness . On the priority list is the shift to a simpler logo — ‘RB’ . The two letters will replace the full Reckitt Benckiser name. PEPSI BECOMES ‘PECSI ’

When speaking Spanish, especially with an Argentine accent, people tend to say “Pecsi” instead of Pepsi. They have said it like this for years, now Pepsi has responded by launching a campaign changing the second P to a C, believed to be the first such change for the venerable brand. “Pecsi” is an easier pronunciation given Spanish phonetics, and it sort of comes naturally. BBDO Argentina came up with the idea of simply changing Pepsi to “Pecsi” and launched an integrated campaign to support it.

In Argentina, drinking a Pepsi costs one peso less than drinking a Coke. The message: If you drink Pepsi, you save. If you drink Pecsi, you save as well.