Create a breakthrough proposal that talks to consumers in a new and different way, bringing a sexy proposal to the shelf that seduces consumers towards our proposal and generates incremental business for the system.

“Hugo”, the character and the brand were created at the same time. It’s Hugo who writes all the instructions on the pack (the pack has ridiculous instructions all over it). It’s also Hugo who designs them (putting in self-portraits). All the campaign is centered around this concept.

After 2 months, 90% of chileans knew the brand, were aware of it and liked the campaign. The concept had strong impact (recruiting teens and young adults) and has over 60,000 spontaneous fans on facebook! 3 out of 4 who tried Hugo would try it again and the commercial ranked in the top 10 efficient commercials.