Long Live La Plena Pepsi Pepsico

Overview

In 2017, Hurricane Maria changed the lives of everyone in Puerto Rico. With no power for radio and TV, they were forced to get their news the way their ancestors did during the early 20th century.

Around 1900, a new music genre called “la plena” – also called the “sung newspaper” – was born in Puerto Rico. It carried the news, including serious items, but in a lighter and more festive way.

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Creative Idea
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Since Pepsi has been rooted in music for generations, J. Walter Thompson Puerto Rico decided to bring back “la plena” in the form of a musical project. The project created an album that reported how Puerto Ricans were living after Hurricane Maria, while lifting up their spirits with joyful rhythms and satirical lyrics.

PLENAS
RESULTS

The free album, which includes eight original plenas, became part of Puerto Rican’s Christmas festivities.

The Institute of Puerto Rican Culture endorsed the project and declared it a patrimony for future generations.

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