Paleta Payaso - Ricolino: How to manage a crisis With a smile
Campaign details
Brand Owner: Grupo Bimbo, Organizacion BarcelLead agency: Starcom and KTBOCountry: MexicoIndustry: Food industry (general)Channels used: Events & experiential, Online video, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
When a father shared a video on Facebook of his 4 year old son Matias crying because his Paleta Payaso is sad and not smiling like in the packaging, the company needed to react quickly. The video became viral in hours, and people sympathised with...