Sabritas is a well-positioned brand and is on its way to being an iconic brand and cultural leader, although its communication efforts have been successful over time, today it could build brand distinction in Mexico and throughout the Latin American regions, being more relevant and closer to the consumer, aligned with what they are looking for and inspiring them in their day-to-day lives.

With our consumer requesting an evolution of our brand, through our Equity campaign, we set out to bring joy to our consumers via a human and inspiring brand approach.

This would allow us to introduce the new brand’s DNA to inspire people to find and spread unexpected joy in their everyday lives.

Impact | Reach | Engagement | Change in Behaviour |Brand perception | Achievement against objectives

Shakira stars in a thrilling escape. It begins in the middle of a hectic music video shoot. Determined for a break, she seeks freedom from all the demands of her crew. A chip of Sabritas changes her perspective and makes her realize that she can leave by taking the keys to her trailer. So, she takes command of the vehicle and flees, evading her pursuers in a dramatic high-speed chase filled with paparazzi, cars, and helicopters.

Shakira just enjoys the thrill ride, being televised for the confusion it has generated. While the media portrays it as a drama, Shakira sees it as a carefree adventure, culminating in her arrival at a paradisiacal beach, a symbol of prioritizing enjoyment over chores. On screen we see: "Sabritas. Enjoyment comes first", symbolizing the importance of prioritizing “me time” and moments of joy before anything else.