We created the Pink Mariachis, folk musicians dressed in pink that breathed new life into the party. Our group played well-known Mexican songs with lyrics adapted to humorously address stomach issues.Our plan was two-fold: First, the group performed in bars and restaurants, engaging with consumers and offering free samples during the Dia de la Independencia celebrations.

Second, through radio partnerships, the appearances were covered during broadcasts and the stations tipped listeners to the next visits.

These connections (along with others, like a newspaper printed entirely in pink) generated such buzz that Pink Mariachis were later invited to Mexico’s most-popular music festival – as part of the advertised line-up! Online, we gave consumers a chance to upload photos and join Mariachi in singing a Pepto-ised version of “La Cucaracha.” These videos could be e-mailed to friends, enabling viral penetration.

The Pink Mariachis became a part of Mexico’s national celebration of independence. During the campaign, total Pepto-Bismol users grew 20% and conversations online and off identified the group as the highlight of the party, naming Pepto-Bismol as a relief for upset stomachs. Unaided brand awareness grew to 62.5% (from 51%) and unaided audience activation increased to 45% from 38%.