PURCHASE, N.Y. — Pepsi today announced the official launch of YO SUMO, a CSR initiative created to show the world the contributions that Latinos have made to the United States. In the spirit of the 2010 Census, Pepsi is also encouraging Latinos to go beyond being counted and begin “to count” by sharing the
experiences that have helped shape the landscape of the United States.

To accomplish the YO SUMO mission, Pepsi partnered with  actress and humanitarian Eva Longoria Parker to produce and direct a documentary that presents the Latino identity from a fresh point of view. Longoria Parker has been recognized for bringing attention to a host of causes and projects important to the Latino community.

“I can attest to the unique ways in which we, as Latinos, enrich this
country with our contributions and compel people everywhere to
progress and succeed. As such, I’m honored to be a part of such an
important and relevant project,” said Longoria Parker. “I believe that
every Latino has an impact, however big or small. Now more than ever,
it’s time to help tell the stories that make this community admirable,
to inspire others to be seen, be heard and be counted.”

Latinos from all parts of the country can be part of the documentary
by simply sharing their story on www.pepsiyosumo.com. Longoria Parker
will personally select the people who will be portrayed in the film
and work with them to bring their story to life through her unique
vision.

“Pepsi’s YO SUMO program creates a space to celebrate the power of the
Hispanic community, while shining a light on the beauty of individual
people,” said Frank Cooper, chief consumer engagement officer, PepsiCo
Beverages Americas. “We are fortunate to have Eva Longoria Parker
bring her vision, creativity and sense of purpose to this project.”

To help spark interest and encourage the Latino community to
participate in the program, Pepsi is also partnering with Telemundo
Communications Group across all of its multi-platforms -Telemundo
Network, mun2, Telemundo stations and its digital properties- to
invite Latinos to join YO SUMO through its top national and local
shows. Dieste, the lead creative agency for YO SUMO, created
commercials in English and Spanish for TV, as well as a full digital
campaign for the website and Facebook. In addition, NaCo, a popular
clothing company of Mexican origin, contributed the exclusive design
of the YO SUMO t-shirt.