PEPTOBISMOL needed to position itself in the minds of Guatemalans as a solution to upset stomachs. With a limited budget, we had to make room for this American brand in an already crowded Latin American market maximising our resources and reaching the most people possible. The solution was "tortillas", the most widely used food companion. Firstly, because it is something everyone in Guatemala, no matter economic position or status, eats. Secondly, because tortillas accompany all meals which cause upset stomachs. The result, the perfect medium to communicate a solution to upset stomachs. We created and distributed 100 custom made stamps to tortillerias around the country which embossed the PEPTOBISMOL logo and main headline, "Enjoy your food without worries" into fresh tortillas and turned dark when toasted, making the message readable and turning them into a massive communication medium that connected directly with everyone who was eating them.

Enough stamps were distributed in order to stamp more than 2 million tortillas, reaching all socio-economic levels, covering restaurants, schools, and households. Sales increased more than 30% in the city.