Work

PepsiCo / Sabritas

The Great Escape

  • Brand Strategy
  • Integrated Campaign
  • Media
  • Research
  • Social Listening

Sabritas turned a break with Shakira into a pop invitation to enjoy life’s small moments.

Food & Beverage

B2C

Global Consumer Brand

At a time when younger generations are constantly chasing stimulation, Sabritas identified a clear cultural tension: the difficulty of slowing down and enjoying life’s small moments. The brand needed a positive message with popular relevance and real power to connect.

ISLA developed a campaign with Shakira that turned downtime between takes into the heart of the idea. “El Gran Escape” brought together talent, music, content, and a social anticipation strategy to transform a brand collaboration into a genuine cultural experience.

Enjoyment can start in a pause, too.

Client

PepsiCo / Sabritas

Date

2023

The campaign turned an everyday pause into branded territory, activating fandom, social conversation, and a culturally relevant association between Sabritas and Shakira.

Agency: ISLA Mexico City. Client: PepsiCo / Sabritas. Chief Creative Officers: Ariel Serkin, Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Executive Creative Directors: Mariano Gamba, Rodrigo Greco. Creative Directors: Celeste Dalairac, Julián Tachella. Head of Production: Coqui Gimenez Uriburu. Producer: Laura Fassi. Head of Media: Victoria Clucellas. Head of Design: Alejandro Stea. Grouper PM: Karen Cortés. Project Manager: Daniela Galindo. Production House: Rebolucion. Directors: Armando Bo, Roi Ricci. DoP: Javier Julia. Executive Producer: Patrick Senger. Producer: Tete Parada. Post Production Coordinator: Mariano Olivari. Editor: Patricio Pena. Sound Mix: Porta Estudio. Color Correction: Alejandro Armaleo. Post Production/VFX: Bitt Animation. Online: Bitt Animation. Soundtrack (cover): Papamusic. SVP & General Manager Savory Business Unit: Hernán Tartardini. Brand Director: Clara Contreras. Senior Brand Manager: Tania García. Brand Managers: Ximena Martínez, Diego González. Senior Coordinators: Paola Pérez, Mayte Rivera. Consumer Insights Senior Manager: Ixchel Gordillo. Consumer Insights Senior Analyst: Alejandra Osorio. Brand Communications Senior Manager: Stephanie Jimenez. Brand Communications Manager: Mariana Guerrero Zepeda. Brand Communications Coordinator: Alejandro Maciel. Region: Diana Sánchez, Marcela Duarte. Client Producers: Salomon Levy, Melissa Hernandez Vega, Hugo Tenorio.

Happy hour

Vigor

La Chingada

Xtra Flamin Hot

Don’t Make Tuca Lose It

TaDa Delivery

Beach Rats

Gatorade
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