OK and Coca Cola are apparently the most recognisable words in the world, and presumably Pepsi is pretty hot on their heels.  But not in the case of  Fernando Torres.  Dear Fernando struggles to pronounce the word Pepsi correctly in this latest commercial from the company in Spain.

Apparently it’s a fact that many people in Spain struggle to pronounce the second P in Pepsi, and Fernando is not alone in asking for a Pesi. 

I can’t imagine how many trademark lawyers had to be taped to their chairs, sent on all expenses paid trips to Infringement seminars or co-opted onto the latest draft of Gary Lineker’s Walkers contract, but I and Pepsi Spain are glad that they either looked the other way, missed it or more likely trade-marked the way that Fernando says it!

Rumours have it that this willingness to let go and have some fun with one of the seemingly untouchable facets of an iconic brand is being very well received in Spain, in terms not simply of levels of engagement, but in sales as well.

For big brands it is particularly hard to know how to play with your defining equities.  A few years ago Heinz had some of its greatest success when it blew apart a number of previously sacrosanct equities – suddenly there were different colour ketchups; they played with the iconic labels…

and  dispensed with the need to bang on the bottom of the bottle for weeks to get a drop of the red stuff. For them it may have been the news that salsa had recently overtaken ketchup as the No.1  condiment that prompted them to be so brave, and for Pepsi in Spain, the dominance of the other Red One has finally demanded a new tack, but the success of both initiatives should encourage more brands to let go a little.

Some mistake Challenger thinking as being a panacea to break every convention, and unleash the hounds of chaos.  That is not the case.  Being iconic does not require you to be static, nor devoid or personality.

And in my household, based on last week’s shopping it seems to have worked – although since we don’t live in Spain, I guess showing the Torres film to my wife probably had something to do with it.