PepsiCo’s Gamesa portfolio in Mexico celebrates Christmas through “La Magia de Estar Juntos,” a design-led festive initiative that highlights warmth, connection and gratitude. Led by Vasily KasSab, the campaign extends beyond products with limited-edition candles, transforming everyday moments of sharing into lasting, meaningful memories.
As the festive season approaches, brands around the world are rethinking how they show up in people’s lives, moving beyond transactional moments to create experiences rooted in emotion, memory and shared rituals. In Mexico, one of the most resonant examples this Christmas comes from PepsiCo’s Gamesa portfolio, where design, culture and storytelling have come together to celebrate what the season truly represents: the magic of being together.
Under the creative leadership of Vasily KasSab, Vice President, PepsiCo Design Latin America and Licensing and Lifestyle Merchandising Global, the Gamesa Christmas initiative draws its soul from a simple yet powerful idea, “La Magia de Estar Juntos”. It is a phrase that instantly feels familiar in Mexican households, where food, family and togetherness are deeply intertwined, especially during the holidays. Rather than focusing solely on product promotion, the campaign leans into warmth, connection and the small gestures that quietly define Christmas across generations.
Gamesa, a brand with deep roots in Mexican daily life, has long been present at family tables, celebrations and casual moments of sharing. During the festive season, those everyday moments take on greater significance. Biscuits are shared over late-night conversations, passed around during family gatherings and offered as gestures of hospitality to guests. This campaign acknowledges that reality, recognising that the brand’s role during Christmas is not just to be consumed, but to be part of a larger emotional landscape.
What sets this initiative apart is its intention to extend the festive experience beyond the store shelf. While seasonal packaging and in-store activations remain important, PepsiCo’s design teams chose to ask a broader question: how can the feeling of togetherness travel home with people and live on beyond the moment of purchase? The answer came in the form of limited-edition candles, thoughtfully designed as minimal, decorative and timeless objects.
These candles are not loud or overtly branded. Instead, they are crafted to feel like objects that naturally belong in a home. Their understated aesthetic reflects a deliberate design philosophy, one that prioritises longevity and emotional resonance over novelty. In an era where festive merchandise is often fleeting, these candles are meant to be kept, reused and remembered, lighting up living rooms long after the season has passed.
In many ways, the choice of a candle is deeply symbolic. Candles evoke warmth, calm and intimacy. They are lit during moments of reflection, shared meals and quiet conversations. By introducing a candle as a festive extension of the Gamesa experience, the brand taps into a universal ritual while grounding it firmly in the context of Mexican Christmas traditions. It becomes a small yet meaningful gesture, a way of saying thank you to friends, families and loyal consumers through an object that carries emotional weight.
KasSab’s approach reflects a growing understanding within global design leadership that brands today must operate as cultural participants, not just commercial entities. The Gamesa festive initiative is less about seasonal excess and more about intentional generosity. It acknowledges that gratitude, when expressed thoughtfully, can build deeper and more lasting connections than any discount or limited-time offer.
This philosophy is especially relevant in a festive context shaped by recent years of global uncertainty. For many families, the act of being together has taken on renewed importance. Christmas is no longer just about abundance, but about presence. The campaign’s narrative subtly mirrors this shift, celebrating warmth and connection over spectacle. The messaging does not instruct people on how to celebrate; instead, it gently reflects what many are already feeling.
From a design perspective, the project demonstrates how lifestyle merchandising can be seamlessly integrated into brand storytelling. Rather than treating merchandise as an afterthought or promotional add-on, the limited-edition candles are positioned as an extension of Gamesa’s values. They embody the same sense of comfort and familiarity that the brand’s products have represented for decades.
Internally, the initiative also speaks to the collaborative spirit of PepsiCo’s regional teams. Drawing inspiration from local culture while aligning with global design standards requires a careful balance. The result is a campaign that feels authentically Mexican yet universally relatable. “La Magia de Estar Juntos” may be rooted in a specific cultural context, but its emotional core resonates far beyond national borders.
The timing of the campaign further amplifies its impact. As families prepare for Christmas, small gestures gain heightened meaning. A candle gifted to a friend, a shared pack of biscuits on a festive table, or a quiet evening spent together can become cherished memories. By focusing on these moments, Gamesa positions itself not as the centre of the celebration, but as a companion to it.
This restraint is perhaps the campaign’s greatest strength. In a season often marked by noise and excess, the Gamesa initiative chooses simplicity. It trusts its audience to find meaning in subtlety, to recognise the value of an object designed to be felt rather than flaunted. That trust, in turn, strengthens the emotional bond between brand and consumer.
As the festive season unfolds, the message from PepsiCo and Gamesa is clear: Christmas is about sharing, gratitude and togetherness. Through thoughtful design and a deep respect for cultural rituals, the brand offers more than products. It offers an invitation to pause, connect and appreciate the small gestures that make the season special.
In wishing families a season filled with warmth, cherished memories and togetherness, the campaign does not just speak to consumers; it reflects them. It acknowledges the quiet magic found in being together, reminding us that sometimes, the most powerful brand experiences are the ones that feel like home.
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