"The Important Thing is what's Inside": The new Campaign of Pinguinos Bimbo and Fantastica

Jun. 02, 2023

The world has changed, and social, racial and gender inequality have not yet disappeared; the new generations are much more aware, they have changed priorities and what matters to them today is to improve the world, instead of scoring a goal or making a basket to win a game.

"The important thing is what's inside" is composed of two true stories; the first tells the story of a boy who decides to stop being the captain of the soccer team, to lead the fight for gender equality, confronting his teammates and even his closest relatives.

Alejo Gomez, DGC of Fantastica said:

"We decided to use this shift in thinking to change the rules of the category and focus Bimbo's new energy drink on kids who need energy to change the world they live in, to make it fairer, to eliminate prejudices, to make themselves heard and thus make a difference in the world. This generation is different and uses their time and energy in a different way, it is clear that the way to approach them had to be different." 

 

The second is the story of a girl who suffers from a rare disease that ends up causing her to lose one of her legs, despite this, she decides to focus all her energy on facing her fears and becomes a professional swimmer, knowing that to achieve this she had to learn to swim again.

This campaign is undoubtedly the perfect match of a reality of our society with a clear brand purpose: to taste the world under your own rules.

Julieth Martinez Quijano - Category Manager Sweet Baked goods explained:

"The message we want to convey through this campaign is undoubtedly a contribution to continue normalizing the diversity that many still find difficult to accept, an invitation to empower the audience that suffers constant transitions in the day to day and is often rejected for not following a pattern. It is for me an example of how to really connect with a brand purpose and make a campaign that not only impacts sales, but also makes us even more responsible with our society."