CLIENT
Fritolay
Luisanna Rodríguez, Regional Marketing Director Central America & Caribbean Diana de León, Regional Marketing Manager, Central America & Caribbean Paulo Lara, Local Relevant Brand Coordinator Central America & Caribbean Antonio Wong, Local Relevant Brand Manager Central America & Caribbean
AGENCY
Ernesto Villa, CEO Raúl Herrera, General Manager José Figueroa, General Creative Director Erick Laparra, General Creative Director Mario Marroquín, Creative Director Francis mariel Duarte, Account Director
OMD Guatemala
Ricardo Núñez, General Director
SUMMARY
Tortrix snacks had been a national pride for 53 years. But a lot can change in 5 decades and studies showed we had stopped connecting with the consumer. ¿How could we reach a new generation without alienating our traditional consumers? Through the universal desire of a better country. And so “El Maestro Tortrix” was born. A character that embodied the humility, ingenuity and humor of the Guatemalan people, to would remind us that the secret to have a better country is to “entrarle con Tortrix” (to “give it all”).
