The Challenge:

¿How to convey Pepto-Bismol´s medicinal benefits using an actual food component that many times causes the ailment Pepto fixes?

The Solution:

Introducing –The Extraordinarily Magnificent Enjoyment Protector by Pepto-Bismol.

A simple yet clever disposable plate designed to reveal a hidden message using food grease to guide the user to a hidden compartment within the plate containing a simple of Pepto-Bismol´s chewable tablets to further enjoy delicious food without worrying about the common stomach consequences.

The plates where activated at a local street food festival “Fry Fest” (Antojito Fest), organized by Pepto- Bismol to help protect the enjoyment of hungry foodies.

The Challenge:

¿How to convey Pepto-Bismol´s medicinal benefits using the actual food component that frequently causes the ailment Pepto fixes?

The Solution:

Introducing –The Extraordinarily Magnificent Enjoyment Protector by Pepto-Bismol -

A simple yet clever disposable plate designed to reveal a hidden message using food grease that guides the user to a hidden compartment within the plate containing a sample of Pepto Bismol´s chewable tablets to further enjoy delicious food without worrying about the common stomach consequences.

The plates were activated at a local street food festival Fry Fest, organized by Pepto- Bismol to help protect the enjoyment of hungry foodies.

The first Fry Fest (Antojito Fest) activation will be implemented on the weekend of April 25 in the Central de Abastos, Mexico City’s (and Latin America’s) largest food market. It is then to be replicated in Guadalajara and Monterrey.

We produced a first batch of 10,000 Extraordinarily-Amazing-Enjoyment-Protector-by-Pepto-Bismol plates for these events, with the whole purpose of impacting as many people. The events will be documented and amplified through a social media strategy (particularly Facebook, Twitter and Instagram) and a paid media investment designed to reach 85 million impressions and 7.5 million segmented users.