Bring back Sabritas’ playful spirit with a bold, high-energy promotion that resonates with a younger audience and drives product sales.
Create a shareable experience full of fun and surprises
Be present in both physical and digital spaces
Spark social buzz and inspire organic, viral engagement
In 2015, viral challenges like the Ice Bucket Challenge were taking over the internet. Everyone wanted to become an influencer. This was the perfect moment for PepsiCo and Sabritas to reclaim their position as leaders in promotions in Mexico.
As Creative and Art Director, and a longtime fan of the brand, I saw this as both a creative opportunity and an exciting challenge.
The idea
Chupa Retos (Dare to Taste)
Inspired by viral trends and pop culture, I reimagined Harry Potter’s Every Flavor Beans with a modern, digital twist. The result was Chupa Retos, a game of mystery flavors and daring challenges.
The Game
Find a surprise inside
Each Sabritas pack included a card with two sides.
Side A: Guess the Flavor
Lick the mystery sticker to discover the taste. Would it be something delicious or something disgusting?
Side B: Peel off
If you guessed wrong, film the challenge on your card, upload it, and compete for prizes.
Let the challenges begin!
To start the buzz, we partnered with well-known Mexican YouTubers who matched our target audience. They completed challenges on their own channels and encouraged fans to participate.
User videos were submitted to a dedicated microsite, where visitors could vote for their favorites. Weekly winners were featured and awarded prizes throughout the campaign.
The Flavors
Each sticker revealed one of two possible flavors: one tasty, one gross. Could you guess correctly before licking?
Strawberry 🍓 / Dog Food 🦴
Chocolate 🍫 / Raw Egg 🥚
Mango 🥭 / Vomit 🤢
Pineapple 🍍 / Rotten Onion 🧅
Watermelon 🍉 / Toothpaste 🪥
The challenges
If you guessed wrong, it was time to take on a dare from our list of over 50 fun and silly challenges:
Flip whipped cream off your hand and try to catch it in your mouth
Say five words backward and reverse the audio to see if it sounds correct
Let your friend do your makeup in 30 seconds with their eyes closed
Promo Pack
