SABRILANA DE REGRESO by Vale Euro Rscg Mexico for Sabritas

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SABRILANA DE REGRESO

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Industry Confectionery & snacks, Snacks
Media Promo & PR
Market Mexico
Agency Vale Euro Rscg Mexico
Released January 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SABRITAS
Product/Service: SNAKS
Agency: GRUPO VALE EURO RSCG
Date of First Appearance: Jan 2 2010 12:00AM
Entrant Company: GRUPO VALE EURO RSCG, Mexico City, MEXICO
Entry URL: http://www.sabrilana.com.mx/sabrilana/sabrilana.html
Sacc Region President: Pedro Padierna (Sabritas)
Marketing Director: Georgina Rodriguez (Sabritas)
General Director: Nicolás Vale (Grupo Vale Euro Rscg)
Creative Vicepresident: Leopoldo Gardea (Grupo Vale Euro Rscg)
Promotion Group Manager: Paulo Perez (Sabritas)
Chief Marketing Officer: Francisco Jiménez (Sabritas)
Grouper: Norma Elías (Grupo Vale Euro Rscg)
Account Director: Verónica Palafox (Grupo Vale Euro Rscg)
Copy: Sergio Briseño (Grupo Vale Euro Rscg)
Media placement: TV Campaign 6 Spots - Televisa - 02- January- 2010
Media placement: Outdoors - Subway Billboards, Billboards In Subway Tren In Mexico, Monterrey And Guadalajar - 02-January- 2010
Media placement: Internet - Sabritas Web Site - 02- January-2010
Media placement: POP DTS & Vans - Pop Materials In Sabritas Vans And Stores - 02- January-2010

Describe the objective of the promotion.
Sabrilana had 2 main goals to achieve: 1. The equity objective: Maintain a high-perceived value and promotion relevance through a unique and relevant proposition to Mexican consumers. Reinforce Sabritas consumer promotions leadership, offering the adequate offer to consumers while experiencing a crisis context. Score preferred promotion in terms of: TOM, Awareness, Favourite and Participation. 2. The sales objective: Drive profitable volume growth with 450 million promoted bags during 8 weeks (weekly average: 56 millions bags) delivering 12% of growth vs base volume.

Describe how the promotion developed from concept to implementation
Sabritas inserted money in promoted bags reaching 22 millions of pesos, with a flawless logistic. Production Plan: Coins and bills co-packing: Assure production volume in Mexico ensuring safe money transfers. Strips: Assure production, using internal and external strips at the same time. Monitoring devices: Cameras in plants, suppliers and special money containers keeping safe the cash during production. Also, a commercial exchange with Domino’s in Mexico in order to deliver prizes, and free minutes for your cell phone, 5 minutes for long distance calls and 2-for-1 in movie tickets. Everything supported by an integral media plan: TV, prints, outdoors Internet…

Describe the success of the promotion with both client and consumer including some quantifiable results
This communication strategy, in conjunction with a relevant conceptual promotion positioned Sabrilana as: - The most relevant promotion for consumers with a TOM of 95% - 30% of consumers declared having participated into Sabrilana promotion - 42% considered Sabrilana as their favorite promotion Due to the success of Sabrilana promotion, Sabritas increased vs Base +10% in units and +12% in pesos and reached 2 pp above BE in units and 4 pp in pesos in spite of a price. Sabrilana great results will impulse Sabritas to look for other commercial agreements in order to reduce the cost of the promotion.

Explain why the method of promotion was most relevant to the product or service
Sabrilana promotion managed a prize pyramid with the basic promise that every bag has a prize inside (450 millions prizes!). In order to manage our pyramid relevance, Domino’s, money and free products were the 3 most important levels of prizes ensuring our 2 competitive advantages: The commercial agreement with Domino’s and the coins or bills inserted in Sabritas’ bags along with Sabritas’ free products. We achieved high redemption of Domino’s (485,120 units redeemed) being their promotional benchmark while maintaining the promotion relevance with 10,500,100 winners of coins or bills (+21% vs 2009).