Cannes Lions

TWINKIES

McCANN MEXICO CITY / BIMBO GROUP / 2014

Case Film
Case Film
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Case Film
Presentation Image
Presentation Image
Case Film
Case Film
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Overview

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Credits

Overview

Description

Twinkies, the American snack cake stopped being sold in the USA and the Mexican company Bimbo bought the rights to produce and sell them in Mexico.

For the first time in history, Mexicans had something Americans didn’t. We had to seize that opportunity.

We created a fake NGO that asked Mexicans to look into their hearts and donate something Americans needed badly: Twinkies. We communicated the message with two testimonial-like commercials, the NGO’s webpage (DonateTwinkiesToAnAmerican.org), outdoor media and a new and cool vending machine.

The campaign was different from what Mexicans are used to. Not many brands dare to deride our northern neighbors. We did and it sure worked.

Execution

Because Mexicans have always crave this snack cake and after many years it was at last available in Mexican shops.

Outcome

68% over expected sales.

230,000 views in less than one week.

The campaign was a media success due to the free publicity we achieved.

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