Frito-Lay: Rescuing "Your Mother" (Tu Madre) From Insult

Juan Ordoñez, Rodolfo Estrada, Sara Quiñonez

Frito-Lay, a fast-moving consumer goods brand, launched a campaign in Guatemala to reach 200,000 people with editorial media coverage, reach 2.5 million Facebook users and reinforce brand purpose.

Campaign details

Brand: Frito-Lay Brand owner: PepsiCo Entrant company: PepsiCoIdea creation: BBDO Guatemala Market: Guatemala Sector: Savoury snacks, potato chips Media channels: Word of mouth, Influencers, KOLs, Public relations Budget: Up to 500k

Executive summary

On Mother’s Day, when most brands are out praising mothers and sending them good wishes, we challenged the traditional communication of this day by questioning Guatemalans and pointing out a cultural issue: Why are our mothers part of an insult?. You see, in Spanish, “Tu Madre” which literally translates...

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