For years Pepto-Bismol, and its competitors, communicated functional benefits of relieving stomach problems. It worked, but over time, their campaigns became formulaic, lacking emotional involvement with consumers. The task - find the “truth” behind what causes stomach issues for Hispanic consumers.The relationship between Hispanics and food is a true love-hate affair. The spicy, rich foods Hispanics love are consequently the ones they also hate, because they cause stomach troubles. Their desire for “bad” foods can’t be helped, so regardless of the consequences, they indulge. With Pepto they gain sweet revenge on the foods that love to hurt them.