Sabritas wanted to bring back their old spirit with a bold, high-energy promotion that captivated the younger audience while driving product sales.
- To create a shareable experience that blends fun and surprises.
- To live both in the real and digital world.
- To spark social buzz and inspire organic viral engagement.
It was 2015, social media was booming, viral challenges like the Ice Bucket Challenge dominated the internet, and everyone wanted to be an influencer. This was the perfect moment for PepsiCo and Sabritas to reclaim their place as the leader in promotions in Mexico.
As the Creative & Art Director and a longtime fan of the brand, I saw this as both an exciting and challenging opportunity.
The idea
Inspired by viral pop culture trends, I decided to recreate the success of Harry Potter’s Every Flavor Beans with a digital twist: Chupa Retos (Dare to Taste)
The Game
Find a surprise inside
Each Sabritas pack would include a card with a challenge on one side and a mystery flavor on the other.
Side A: Guess the Flavor
Would you dare to lick it to find out if you got the delicious flavor or the disgusting one?
Side B: Peel off
If you guessed wrong, you had to film yourself completing the challenge and upload it to our site. Only the best ones would win amazing prices.
Let the challenges begin!
To launch the campaign, we would select Mexican YouTubers aligned with our target to make the challenges in their own channels and invite everyone to participate.
The challenges would be uploaded to our microsite, where other consumers would vote for the best ones each week, which would remain on the site throughout the campaign.
The Flavors
Each sticker would present one of two possible flavors: one tasty, one gross. Could you guess before licking?
Some examples:
Strawberry 🍓 / Dog Food 🦴
Chocolate 🍫 / Raw Egg 🥚
Mango 🥭 / Vomit 🤢
Pineapple 🍍 / Rotten Onion 🧅
Watermelon 🍉 / Toothpaste 🪥
The challenges
Missed your guess? You would have to complete a challenge from a list of 50+ dares:
- Put whipped cream on your hand, flip it in the air, and try to catch it in your mouth.
- Record yourself saying 5 words backward, then reverse the audio to see if they sound right
- Let your friend do your makeup in 30 seconds… with their eyes closed!
Promo Pack
