It was a simple but powerful idea, with a potent visual condiment. We changed the form of our classic cookies so that instead of looking like happy smiles they would look like sad faces.

We changed the form of our classic cookies so that instead of looking like happy smiles they would look like sad faces. Cookie boxes with the new format were delivered in schools.

On May 2 the Sonrisas’ sad face went viral and the message “Bullying takes away your smile” was spread by influencers.

#1 Trending Topic in Argentina

27 million impressions on Twitter

2 million impressions on Instagram

In only One day!

After the impact of this event, we decided to change our Sonrisas on May 2nd every year.