The promotion was taken from concept to implementation by capturing the essence of soccer where it intersects with the Doritos positioning of “Living Life in the Now.” From there, both the “Ahora es Cuando” (Now is When) tagline and the Mexican National Team Black Campaign were created to bring the concept to life. This campaign sought to concentrate focus on the players, rather than the sport itself. In doing so, we see the intensity in the player’s faces and the pressure they have on them to succeed. This wasanalogous to the “Living Life in the Now” brand positioning.

With regards to the consumer objectives, actual results for the promotion indexed significantly above goals. Against the overall objective of driving incremental sales, the campaign achieved results that were 64% above goal. With regards to sales from incremental display activity, results were 60% above goal. With regards to sales via incremental purchase frequency, results were 67% above goal.