Rojita's 50th Anniversary Celebration Pays Tribute to Community and Culture

Rojita, Pepsico's soft drink, celebrates its 50 years accompanying the Nicaraguan people with its new communication platform 'The Smile of Nicaragua' created by rocknrolla.

With the general direction of Fede Ahunchain and Ana Marroquín, the message highlights the joy of the people framed in their strong community and cultural value, something they share with the brand. 

“Rojita is an iconic brand in Nicaragua and celebrating its 50 years deserved a homage to the smile that characterises Nicaraguan people. So we decided to do it through a song and images that transcend time. Being part of this emotional project has been a challenge that brought incredible results. It’s an honour to be part of it”, commented Gabriela Escobar Castillo, brand manager flavours caricam at Pepsico.

To address the challenge of reconnecting the brand with the Nicaraguan people in a relevant and differentiated way, Rojita and rocknrolla decided to ​​create an anthem that aligned relevance and differentiation with the social situation and the local feeling.

Fede Ahunchain, founder and partner at rocknrolla expressed, ​​“Being able to speak from a brand like this is a great responsibility. You really have to understand in depth how people live, think and dream in Nicaragua to be able to connect with a relevant message and take advantage of the great power of cultural impact that Rojita has”.

"From the beginning, this project was very ambitious. Because of its objectives, but also from an executional point of view, as we wanted it to always live up to what was being proposed. After many months back to back with our Pepsico partners to make it real, we are very proud of the result”, said Ana Marroquín.

Throughout the year, this communication platform will represent flavors, places and celebrations through various experiences, with the aim of refreshing the Rojita’s meaning in people's lives and maximising its value as an iconic brand in its territory.