Not GP, but here is how I know. Messi and Steve Carell did an ad for local chips brand, (market size < 10 million people). There is no way that brand could afford them. Searched online and found the same ad for Lay's. Turns out Pepsi owns a lot of local snack brands. They'll buy local brand and if it's popular they will keep the brand (instead of replacing it with global brand like Lay's). Ad is recorded for all brands at once, they just replace bag of Lay's with bag of whatever is the local chips they own.