TORTILLA STAMP by 4am Saatchi & Saatchi Guatemala for Pepto Bismol

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TORTILLA STAMP

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Industry Health & Pharmaceutical Products
Media Print, Magazine & Newspaper
Market Guatemala
Agency 4am Saatchi & Saatchi Guatemala
Creative Director Jonathan Deleon, Marcopolo Ramirez
Designer Julio Angel
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: P&G
Product/Service: PEPTO BISMOL
Agency: 4 AM SAATCHI & SAATCHI
Chief Creative Officer: Miguel Mayen (4am Saatchi/Saatchi Guatemala)
Creative Director: Marcopolo Ramirez (4am Saatchi/Saatchi Guatemala)
Creative Director: Jonathan Deleon (4am Saatchi/Saatchi Guatemala)
Designer: Julio Angel (4am Saatchi/Saatchi Guatemala)
Copiwriting Craft: Aritz Bermudez
Head Of Production: Carlos Escobedo
Production: Jorge Juarez (4am Saatchi/Saatchi Guatemala)
Production: Alejandro Perez (4am Saatchi/Saatchi Guatemala)
Film Director: Arturo Rivera (Maxfilm)
Ceo: Guillermo Martinez (4am Saatchi/Saatchi Guatemala)
Account Executive: Jenny Martinez (4am Saatchi/Saatchi Guatemala)
Media placement: Flyer - Restaurants, Houses, Offices, - April 10, 2012

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.
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.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.