The challenge was to position PEPTOBISMOL as the brand that encourages you to eat without worrying about upsetting your stomach. People only remembered peptobismol when their stomachs were already acting up; we needed to make the message clear and effective at the most relevant time possible, the time of a meal. Using tortillas as a communication medium made it possible for us to communicate the message and brand of PEPTOBISMOL the most amount of people in the most effective and direct way, their food.

Enough stamps were distributed in order to stamp more than 2 million tortillas, reaching all socio-economic levels, covering restaurants, schools, and households. Sales increased more than 30% in the city.

We created and distributed 100 custom made stamps to tortillerias around the country which embossed the PEPTOBISMOL logo and main headline, "Enjoy your food without worries" into fresh tortillas and turned dark when toasted, making the message readable and turning them into a massive communication medium that connected directly with everyone who was eating them.

Peptobismol helps settle an upset stomach > upset stomachs are caused by food > we use food to advertise the benefits of PEPTOBISMOL. Using tortillas as a communication medium, a platform to position PEPTOBISMOL, we were able to reach millions of guatemalans in the most obvious and relevant way possible.