Sabritas Promo WWE TAZOS by Vale Euro Rscg Mexico

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Industry Confectionery & snacks, Snacks
Media Promo & PR
Market Mexico
Agency Vale Euro Rscg Mexico
Released October 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SABRITAS
Product/Service: SNAKS
Date of First Appearance: Oct 8 2009 12:00AM
Entrant Company: GRUPO VALE EURO RSCG, Mexico City, MEXICO
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)
Marketing Promotions Assistance: Fernanda Ponce Toledo (Sabritas)
Media placement: TV Campaign 3 spots - Televisa - 8-October-2009
Media placement: Outdoors - Subway Billboards, billboards in subway tren in Mexico, Monterrey and Guadalajar - 8-October-2009
Media placement: Internet - Sabritas web site - 8- October-2009
Media placement: POP DTS & Vans - Pop materials in Vans and stores - 8- October- 2009

Describe the objective of the promotion.
WWE Tazos has 2 big goals to achieve: Maintain high perceived value and promotions relevance (Protect brand's perceived value through a unique and relevant proposition). Reinforce Sabritas consumers leadership offering high added value promotions during an economic adversity time. Score preferred promotion in terms of: TOM, awareness, favourite and participation. Drive profitable volume growth (Sell 430MM of promotional product having a weekly average sales of 50 MM units in proportioned brands during 8 weeks. Deliver a 11.5% growth vs. base volume (44MM weekly average vs. a base of 50MM + 2.0 percentile points above Breakeven across promoted brands.)

Describe how the promotion developed from concept to implementation
Qualitative studies revealed consumers were expecting differentiation by using the hottest licenses in a way they have never seen before. Sabritas came up with a unique and innovative property proposition for Tazos (plogs): WWE. For the first time Tazos had a live action property (in 16 years). Consumers could find inside Sabritas small bags a WWE Tazo; 136 designs in 6 different materials. Promotion campaign was supported through a 360° which included: TV, prints, outdoors, press, Internet, etc. For the first time we had a Property broadcasted in the two main open TV Mexican networks (Televisa & Tv Azteca) simultaneously.

Describe the success of the promotion with both client and consumer including some quantifiable results
The communication strategy of these, relevant items and property, positioned WWE Tazos as the most recognised promotion in the country with a TOM of 71% and the most relevant promotion with 32% of consumers ranking it as their favorite (second option received 18% of the mentions.) Due to WWE Tazos promotion, Sabritas SOM increased 1.42 points. WWE Tazos has become one of Sabritas most successful promotions because: 1.Achieved important growth versus its base Units +30% & Pesos +31% 2. Allowed Sabritas to engage tween and teens audiences, without leaving ahead kids, reframing the way that we do promotions in Mexico.

Explain why the method of promotion was most relevant to the product or service
Tazos have proven among the years to be the most successful promotional item by becoming a brand itself. Nowadays, this item is not only one of kid’s favourite games, it also has created a social value and bond, that no item has ever reached. Sabritas took advantage of this promotional item combining it with WWE property: World Wrestling Entertainment, Inc. WWE Tazos promotion campaign sat a precedent in terms of differentiation and represented a shift in Sabritas promotional model for 2009, with this unique promotion Sabritas reinforced once again its leadership in the market.