Our challenge was to create an excitingly unique Sabritas + Netflix Money Heist LTO promotion that engages and encourages people to share and collect the packs, and ignite social media buzz. This was the first time that we’ve worked with Netflix on a show promotion, and it came at an important and historical moment. Why? Because this will be our very last packaging promotion in Mexico due to new regulations. So, we wanted our final to be a unique 360 experience that we can proudly export to other Latin American countries and beyond.

2020 was a very trying year for us all. The difficulties were immense. With more than 130,000 closed stores around Mexico, it was challenging to create a design strategy that is normally driven by in-store activations. However, the increase of at-home consumption and home delivery, as well as the uptick of viewership on platforms like Netflix, infused us with the confidence and determination to do something daring!

As the world's most watched non-English TV show, Money Heist has an enormous cult following whose viewers are obsessive about the details of the plot, and we wanted to tap into that fanaticism. Taking cues from the show’s characters as inspiration, we created an experience based on secret codes and visual clues, all linked back to the show. The approach linked special digital content and on-pack graphics in an authentic experience that got fans talking, and perhaps more importantly, buying! They purchased the packs with an insatiable speed that we’ve seldom witnessed, and with widespread appeal.

The Money Heist promotion has been an enormous success, executed across Mexico. In Argentina, Chile, Colombia, and Guatemala, the promotion also delivered outstanding results, breaking all-time sales records and growing share in double digits. The promotion also hit the highest result levels with major retailers, including Walmart and the wholesale channel.