Cannes Lions

The Musical Sandwich

ISLA REPUBLICA, Mexico City / PEPSICO / 2022

Film

Overview

Entries

Credits

Overview

Background

We developed Food Pairing strategy to capture incremental occasions in the "Lunchtime Meal Accompaniment" demand space.

To start winning over a new demand space, associating Sabritas with one of the most popular foods in Lunchtime Meal Accompaniments in Mexico: The Sandwiches and Tortas.

After the launch of the spot, the brand conducted a quantitative study and this was the result:

-A majority of about 80% are happy to try food pairing and some already do it.

-The Spot performs strongly on most metrics, meeting needs and purchase shift.

-All messages are believable, like combining Sabritas with sandwiches/tortas, enjoying the moment more and fun brand.

-Key category drivers of taste/irresistible, food pairing and sharing are strongly conveyed by the ad.

Execution

To demonstrate that the best companion for each sandwich during lunchtime are the "Papas Sabritas" we created a musical, where the sandwiches would be the main characters, performing a musical comedy, in which through humor the sandwiches sing a cappella the song "All by me” by Celine Dion. In the song, the sandwiches show that they feel very lonely and sad without the company of some Sabritas potatoes by their side. Because as the campaign says: There is nothing sadder than a sandwich without Sabritas.

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