PALETA PAYASO - RICOLINO: How to manage a crisis… With a smile

This case study explains how Paleta Payaso, a Mexican confectionery brand, quickly reacted to a negative social media story.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands