Sabritas, the #1 snacks in Mexico, wanted to launch a great promo, so they partnered with Netflix "Luis Miguel" one of the greatest artists who happened to be launching the second season of his hit series.

We created a spin off of each "Luis Miguel" episode, using all the resources in the series: the same sets, same director, same actors, where Sabritas tried to convince Luis Miguel to be part of the promo campaign.

Each promo chapter was launched weekly and was directly related to the episode Netflix had released on the series.

For many years, PepsiCo promotions have communicated through packaging and external strips, mechanics, celebrities and licenses, generating awareness among consumers within the POS. Derived from NOM-51, communicating promotions in participating packages would no longer be possible as of April 2021.

This was the first promotion launched within the new normative, the transactional challenge was to match or exceed the number of code redemptions versus promotions with an external strip.

Also, you need to know that in real life, Luis Miguel and the brand Sabritas didn’t have the best relationship. In season one, we learnt that Luis Miguel hated being the brand endorser.

So, when we were asked to work on this promotion, we knew we didn’t want to skip that fact and do something about it.

The communication challenge was to launch a Sabritas promotion using "Luis Miguel" the NETFLIX series narrative to maximize the experience for consumers.

We read the scripts for the second season and created a promotion that was basically a spin off of the episodes. So as soon as the episode finished, every Sunday night, Sabritas would air a TVC related to the story people just watched on the episode, extending the experience and leveraging both brands.

In each of the episodes somebody (brand managers of Sabritas, or managers) try to convince Luis Miguel to be part of the promotional campaign. Where they show his songs with lyrics changed in order to deliver the promotion mechanics.

Luis Miguel rejects every single proposal, until the end, when he runs out of money to produce his new music video (truth in the series), so he accepts to do the promo.

Sabritas ads was something Luis Miguel didn't enjoy doing, he felt that he diverted his career as a singer when doing them. When this was shown in the first season, it was one of the things that caught the most attention of viewers and instantly became tweets, memes and buzz on social media.

Starting from this real insight, we focused the strategy on building something never done before: a promo on par with a real time Netflix series.

This spin-off promo/content was strategically thought to extend the series narrative and with it, the expectation for the promo as for the series episodes.

That is why this TVCs were filmed on the original set, with the same actors and director, and using the songs that appeared on the season. Using humor to revert the relationship between the star and the brand.

The idea came to life when the perfect ingredients were mixed:

- The insight of the relationship between Luis Miguel and Sabritas.

- Luis Miguel's songs closing each episode.

- Luis Miguel's need to re-create one of his video clips as part of the plot.

- The co-partnership with Netflix as an ally of the campaign to develop a narrative closely associated with the series.

We had 5 promotional/content TVCs that were a spin off of the episode aired.

As of the premiere of each episode on Sundays, on Monday these pieces were launched on digital, open and paid television. The campaign also had efforts in social networks, PR, POS, e-commerce, and Pepsico’s App.

Views 59,268,322

Reactions +67M

Engagement rate: 27.50%, Pepsico benchmark: 2.99%

Interactions generated 13.5M

NPS 43 (Best NPS of promotions from 2018 to date).

Ad Recall: +11.2%

Campaign Knowledge +5%

Purchase intention +1.2%

Redeemed Codes: 1,804,222.

72% of the positive sentiment was capitalized by Sabritas and the promo:

- 42% of users tagged others to show the content of the promotion,

- 11% of the comments included positive comments regarding the promotion with the intention of participating in it,

- 13% Approving comments regarding the commercial and content of the campaign, mainly the story and the songs and their modifications and

- 6% Users express their favoritism for the different snacks in the PepsiCo portfolio.