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Pedro sez every car should stop along I-95 at South of the Border.
The Boston Herald
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August 8, 1999|
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COPYRIGHT 1999 Boston Herald. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group.
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Special to the Herald
The orange-and-yellow billboards with the cartoon character in the Mexican Sombrero begin on Interstate 95 south before Baltimore. By the time you reach the loblolly pine-lined roads of North Carolina, you've gotten to know Pedro intimately.
You know what Pedro "sez," you know where Pedro takes a "siesta" and you also know that passing Pedro at South of the Border isn't going to be easy if you have anyone under 80 years old in your vehicle.
In the uncertain world of advertising there is one certain rule: repetition works.
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