A tortilla is a type of thin, unleavened flat bread, made from finely ground corn. More than 18 million tortillas are sold each day in Guatemala. The challenge was to position PEPTOBISMOL as the brand that encourages you to eat without worrying about upsetting your stomach. People only remembered peptobismol when their stomachs were already acting up; we needed to make the message clear and effective at the most relevant time possible, the time of a meal.

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.