Qualitative studies revealed consumers were expecting differentiation by using the hottest licenses in a way they have never seen before. Sabritas came up with a unique and innovative property proposition for Tazos (plogs): WWE. For the first time Tazos had a live action property (in 16 years).Consumers could find inside Sabritas small bags a WWE Tazo; 136 designs in 6 different materials.

Promotion campaign was supported through a 360° which included: TV, prints, outdoors, press, Internet, etc.For the first time we had a Property broadcasted in the two main open TV Mexican networks (Televisa & Tv Azteca) simultaneously.

The communication strategy of these, relevant items and property, positioned WWE Tazos as the most recognised promotion in the country with a TOM of 71% and the most relevant promotion with 32% of consumers ranking it as their favorite (second option received 18% of the mentions.) Due to WWE Tazos promotion, Sabritas SOM increased 1.42 points.WWE Tazos has become one of Sabritas most successful promotions because:1.Achieved important growth versus its base Units +30% & Pesos +31%2. Allowed Sabritas to engage tween and teens audiences, without leaving ahead kids, reframing the way that we do promotions in Mexico.