'Multicultural' is in everything we do," Bahgat said, emphasizing the importance of multicultural consumers in today's market.
In general, Hispanics make up nearly 20% of the U.S. population -- accounting for over 50% of overall population growth, according to the 2020 Census.
With a focus on the emergence of Hispanic social-media influencers, Bahgat and her team at PepsiCo decided to build a campaign for Rockstar Energy's 'Proud Hasta Los Huesos' (Proud to the Bones), which invited Hispanic creators to develop and share original content around Dia De Los Muertos, the Day of the Dead.
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