Sabritas came up with a promotion that for the first time put real cash, up to $1000 pesos bills, directly in the bag. They utilized Mexican slang (lana= money) that efficiently connected the promotion with the most low-income consumers credibilityThe mechanic focused in 2 prizes: Money and Free Product.Consumer could find co-packed bills in Sabritas bags of different denominations: $2 $4 $8 and $80 usd or free product such as chips and confectionery products.Promotion campaign was supported through a 360° campaign which included: TV, special mentions, prints, outdoors, press, internet, etc.

This communication strategy in conjunction with a relevant consumer mechanic positioned SABRILANA as the most recognized promotion in the country with a TOM of 85% and the most liked/relevant promotion with 53% of consumers ranking it as their favorite (second option received 7% of the mentions) Due to Sabrilana promotion, Sabritas SOM increased .5 points.SABRILANA has become one of Sabritas most successful promotions due to two facts:1. Achieved important growth versus its base Units +20% & Pesos +18%2. Allowed Sabritas to engage older audiences reframing the way that we do promotions in Mexico.