Describe the creative Idea.

In Mexico food is as delicious as a real threat to the stomach, but nobody understands the medical causes but the painful symptoms of an upset stomach. To make clear the benefits of the product, the idea is to personify all the ingredients of Mexican food as really violent characters that actually can do a lot of damage but whom are always trapped in the effervescent bubbles of Sal de Uvas Picot antacid, of course if you take it after each meal.

Describe the strategy.

Data gathering. Mainly, questionnaires and consumer surveys are carried out both online and in consumer centers and opinion mining in comments of our social networks. In addition, the brand organizes focus groups in each launch of different product versions for new consumers.

Target audience. Young people from 25 to 35 years old as the primary and the traditional that covers the 35 to 45 years that already use the brand.

Relevance to platform. Facebook is the ideal place because it tends to be a place where people usually share the dishes they have during meals, and at the same time it embrace both the young and the traditional target.

Approach. Unlike other brands, Sal de Uvas Picot Antacid has as its center of communication an intimate relationship with Mexican food and its painful consequences for the stomach.

Implementation. Once identified the main aggressive ingredients of Mexican food (chili, garlic, spicy sausages, jalapeños, lard, etc.) we created a series of ads to run both on facebook as branded publications and eventually Point of Purchase like pharmacies and supermarkets to run as outdoor advertising.

Background.

Situation: Although Sal de Uvas Picot antacid has been one of the traditional remedies for more than 90 years against cases of heartburn and indigestion thanks to its effervescent bubbles, a new generation of consumers prefers to associate it more as a cure for the hangover.

Brief: Create a visual campaign for Social to communicate that the effervescent bubbles of Sal de Uvas Picot antacid are the infallible remedy for the aggressiveness of Mexican food.

Objectives: Make clear the benefit of the effervescent bubbles of Sal de Uvas Picot antacid against the aggressive ingredients of Mexican food.