Sabritas®, the most important snack brand in Mexico created the concept “Enjoy comes first” to promote that people find -every day- a space of inspiration and a moment to enjoy the small details.
Created hand in hand with the Isla agency, the campaign has Shakira, a world-class artist, as ambassador, who invites people to find those moments of small enjoyment in a daily life in which tedious tasks and work and family obligations consume great part of the time.
“We are very excited about this collaboration to present the #DisfrutarEstáPrimero campaign with a world-renowned artist like Shakira. This campaign makes us proud and we have developed it to give Mexicans a positive message with which they feel as identified as we do,” said Clara Contreras, director of Sabritas and the potato business unit at PepsiCo Alimentos México.
The campaign kicks off this June with the launch of “The Great Escape”, a fun and dynamic commercial in which Shakira, through great action scenes, demonstrates the importance of looking for and enjoying unexpected moments, which are even better in company. of some Sabritas® potatoes. Thus, in the best Hollywood style, the superstar sends the message of how important it is to find moments to enjoy.
The spot was produced by Rebolución and directed by Armando Bo together with Roi Ricci. Plus, it features the original Blondie band “One way or Another”, which talks about shaking off your problems and taking life, like Sabritas does, with a little humor. “This is our third year working for the brand, but this time, we have created an unexpected piece that reveals something as basic as it is essential, which is to enjoy”, commented Ariel Serkin from the agency Isla.
In the words of Shakira, the singer points out: “I like the slogan of the campaign, enjoying comes first, you have to concentrate on enjoying yourself despite the obstacles and problems.” In addition, the singer described the campaign as “a new adventure” and she is happy to collaborate with a brand that seeks to connect with people through the spirit of enjoying, as she says of her “life is too short”. .
“When we started thinking about this campaign, we looked for a good link between Shakira and what the brand wanted to say, and we discovered that what she least enjoys is down time. From there, we wrote a story in which Sabritas® potatoes turn that wait between taking and taking a video clip into an opportunity to enjoy, not just a quiet moment, away from obligations, but the escape itself.” , emphasized Julián Tachella and Celeste Dalairac, the creatives behind the campaign.
Sabritas® has distinguished itself by including great national and international personalities in its campaigns, such as Carlos Rivera, Enrique Iglesias, William Levy and Ryan Reynolds, who will now be joined by the Colombian interpreter of numerous world hits.
The spot is part of a great repositioning campaign that will be released throughout Mexico and the main countries of the region, and with this Sabritas® invites you to take a breath and a minute of our time because #EnjoyIsFirst.