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Sabritas x Netflix Money Heist
Designer: Joelle Garofalo - Creative Resources Manager
Company / Organization / School: PepsiCo Design & Innovation
Team Members: Design Credit: PepsiCo Design & Innovation
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!