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.

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

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.