In Spanish, the only difference is an acute accent when you write the words papa and papá, so we decided for a week to put an accent mark onto thousands of our packagings. For one week we were called Papás Margarita and not Papas Margarita.

For our client, the success of this promotion can be explained on several fronts:1. Compared with the previous year and on the same date, sales increased almost 43%.2. We connected the brand with the consumer in a emotional way and it was not a matter of taste or price.3. We created a very easy action to implement year after year in this day, being the first in the category of snacks in Colombia, to win honour for parents in a very different way.