Background:
Due to pandemic and the lack of relevance during this time, the whole gum & candy category suffered its biggest loss in history. That's why Mondelēz Mexico took action and teamed up their 4 main brands for the first time and joined Amazon to create a Big Promo called: Llévate Un Buen Sabor de Boca or “Take away a good taste of mouth” (a popular expression which means “To leave with a good impression”).
The Challenge:
In Mexico, people don’t tend to trust in promos because they’re complicated, deceiving or full of unattractive rewards, so, the challenge was to create a memorable and engaging campaign around their concept "Llévate un buen sabor de boca" capable of demonstrate that this Promo was different from the others.
The Insight:
By listening to our audience we found out that our promo and their rewards were so good that even Haters would leave with a good impression after participating in it.
THE BIG IDEA
We created a 360º campaign in which 2 of the most Famous Haters Celebrities in Mexico were left with a good impression after participating in the promo to prove this promo was so good you just could not hate it.
MAIN TV ADS
We created 2 films in which Niurka and Carlos, respectively, showed how they hated most of “lousy prizes” they won, until they participated in the Big Promo.
Niurka
Carlos Ballarta
Social Media Ads and Adaptations
We also made several adaptations for social media platforms.
PRINTS
We boosted the campaign awareness with Print media on the streets, driving people attention to our “smiling” Haters Celebrities sharing their promo prizes.
For social media we also created content divided in 2 types of messages according to the stage of the campaign .
Awareness post:
For the early stage of the campaign, we created several videos in which our celebrities explained the promo mechanics and the way to participate in.
Boosting post:
For the late stage of the campaign we launched several videos in which our celebrities rushed people to participate before the promo ended.
UNHATEABLE ADS
With the help of Facebook we created videos in which celebrities talked how they usually hate ads,
but they couldn’t hate those specifically because they led to attractive prizes.
Agency: Leo Burnett Mexico
Brand: Mondelēz Mexico
Group Creative Director: Juan Munguía
Associate Creative Director: Fernando Lira
Head of Art / Kinetic Art Director: Rodrigo Molina
Creatives: Raquel Jáuregui, Erick Galván, Leilani Flores
Community Manager: Gina Cesar
Production: Media Monks
