Paleta Payaso 50th Anniversary

The Objective

Connecting generations through a smile

The 50th anniversary of Paleta Payaso was a celebration of its legacy as an iconic Mexican treat, renowned for its joyful and surprising smiling face. Beyond commemorating its history, the campaign aimed to revitalize the brand’s relevance and deepen its emotional connection with Mexican consumers by addressing a universal tension: generational differences often make it difficult to connect and enjoy shared experiences.

At the heart of the campaign was Paleta Payaso’s purpose: “Connecting generations through the power of a smile.” The brand’s iconic smile became a unifying symbol of joy and affection, creating moments of connection between family and friends, no matter their age.

The Solution

Delivering creativity and connection with Paleta Payaso

To achieve this ambitious goal, the campaign was structured around three strategic pillars:

1. Brand Legacy & Relevance: Celebrating Paleta Payaso as a cultural icon while modernizing its voice to resonate with younger generations.

2. Consumer Tension: Addressing the challenge of generational disconnection with the universal language of smiles, making the brand a bridge between generations.

3. Experiential & Digital Excellence: Leveraging TikTok as a key platform to create massive, personalized, and interactive experiences that brought the brand purpose to life.

The campaign idea embraced the tagline “Entre sonrisa y sonrisa” (Between Smile and Smile) to highlight the brand’s role in fostering connection, joy, and affection. The iconic Paleta Payaso smile was positioned as a trigger for meaningful connections, making it a timeless symbol of togetherness.

TikTok was instrumental in turning the campaign’s strategic vision into a massive and experiential activation. The platform allowed us to engage with a multigenerational audience in a creative and interactive way, leveraging its unique features to amplify the brand message.

• Branded Effect: A custom smile filter on TikTok that wrapped users and their loved ones in a Paleta Payaso smile while enjoying the product. This visually embodied the brand purpose of bringing people together through smiles.

• Creator-Driven Content:

  • Partnering with creators to develop TikTok-first content that modernized the brand voice and demonstrated how Paleta Payaso creates moments of connection and fun across generations. The partnership with Influur was key in executing this strategy, managing a TTCX package that included Branded Mission, individual creators, and a Creator Squad, ensuring content aligned with platform trends and resonated with the audience.

• Lead Generation & Sales Integration:

  • Contest: Users registered via an instant page for a chance to win a Paleta Payaso Kit with branded swag, resulting in 250,000+ registrations.

  • E-commerce Activation: A traffic campaign with Rappi promoted product sales through exclusive promotions, reinforcing the campaign’s lower-funnel impact.

The Results

Delivering smiles and results with Paleta Payaso

By aligning with its purpose of connecting generations through the power of a smile, the campaign succeeded in:

• Celebrating Paleta Payaso’s legacy while rejuvenating its cultural relevance.

• Bridging generational gaps with moments of shared joy and connection.

• Achieving significant engagement and driving tangible business results, including lead generation and sales.

Additionally, the following results were achieved:

• Ad Recall: +23.7%, surpassing the F&B norm in Mexico by 4x (norm: 7.8%), and Keyword Association: +4% (with a 90% confidence level).

• More than 250k user registrations were generated through the contest on Instant Page.

Source: TikTok Marketing Science Mexico, BLS Study, July 2024.