MARIACHI PEPTO by Starcom Mexico for Pepto Bismol

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MARIACHI PEPTO

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Mexico
Agency Starcom Mexico
Released August 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: PEPTO-BISMOL
Date of First Appearance: Aug 24 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, Mexico, MEXICO
Account Director: Gloria Loaiza (Starcom)
Innovation Supervisor: Rodrigo Rodríguez (Starcom)
Senior Director: José Luis Leo (Starcom)
Media placement: Open TV - Spot - Televisa And TV Azteca - 31/08/2009
Media placement: Open TV - Branded Entertainment - Televisa And TV Azteca - 06/09/2009
Media placement: Radio - Spots, Mentions, Promos - Televisa Radio - 31/08/2009
Media placement: Magazines - NOTMUSA, Ed. Televisa, Expansion, Grupo Medios, Reader's Digest - September 2009
Media placement: Press - Publimetro - 15/09/2009
Media placement: Internet - Yahoo, MSN, Esmas, Chilango, .Fox - 24/08/2009
Media placement: Live Activations - Restaurants And Bars - 24/08/2009
Media placement: Live Music Festival / Radio Remotes - KeBuena Music Festival - 15/09/2009

Results and Effectiveness
The Pink Mariachis became a part of Mexico’s national celebration of independence. During the campaign, total Pepto-Bismol users grew 20% and conversations online and off identified the group as the highlight of the party, naming Pepto-Bismol as a relief for upset stomachs. Unaided brand awareness grew to 62.5% (from 51%) and unaided audience activation increased to 45% from 38%.

Creative Execution
We created the Pink Mariachis, folk musicians dressed in pink that breathed new life into the party. Our group played well-known Mexican songs with lyrics adapted to humorously address stomach issues. Our plan was two-fold: First, the group performed in bars and restaurants, engaging with consumers and offering free samples during the Dia de la Independencia celebrations. Second, through radio partnerships, the appearances were covered during broadcasts and the stations tipped listeners to the next visits. These connections (along with others, like a newspaper printed entirely in pink) generated such buzz that Pink Mariachis were later invited to Mexico’s most-popular music festival – as part of the advertised line-up! Online, we gave consumers a chance to upload photos and join Mariachi in singing a Pepto-ised version of “La Cucaracha.” These videos could be e-mailed to friends, enabling viral penetration.

Insights, Strategy & the Idea
To Mexicans, pink is the colour of relief … but only for diarrhoea. Pepto’s pink was only associated with the bad consequences associated with one ailment, BUT in reality Pepto's secret is that it solves the problems of other problems as well (nausea, heartburn, indigestion, upset stomach and diarrhoea). We wanted to upend this perception, by helping Mexico understand that when they see pink, it’s time to celebrate. The country’s biggest celebration was about to begin with Dia de la Independencia, a celebration synonymous with indulgences … and indigestion. For weeks, Mexicans partake of all sorts of gastric excess: tequila, tacos, chilli and greasy, spicy foods. They eat and drink with full knowledge that their stomachs will pay the price later. At this year’s holiday, as some party-goers slowed down, Pepto brought new life to the party.