Inspired by the new Mexican flavour, we created an action that brought the Mexican lucha libre (wrestling match) to Brazil. To engage young people and make the action relevant we chose 6 celebrities who are part of this audience’s world and transformed them into luchadores (wrestlers), wearing masks and codenames. Then consumers voted on Facebook for 2 of them who would actually perform a real wrestling match in one of the city’s shopping malls. During the promotion, we built a school where the final match would take place and where consumers could try the new product, practice fight moves and become luchadores.

Club Social Filled Cracker’s nacho flavour became the best-known flavour in the brand’s portfolio. The flavour of a cracker had never received as many comments on social networks before. The action generated more than 133,219 hits for the brand’s Fan Page on Facebook. After 3 months of promotion, there was an increase of 128% in the number of fans on Facebook and the campaign generated more than US$723,000 in spontaneous media, including a 5-minute slot for the wrestling match on prime television. More than 1,500 people watched the fight live in 1 of Sao Paulo’s shopping malls.