Pelapop / Todo me la Pelapop

The brand was seeking a significant repositioning, shifting from a primary target audience of 5 to 8-year-olds to a teenage audience, aged 12 to 16.

To achieve this, we developed a fresh, laid-back campaign that tapped into audience insights they could relate to, using a disruptive concept in itself, with the added advantage of incorporating the product’s name.

“Me la pela” is a phrase used in Mexico to express indifference, meaning you don’t care about something. This was the origin of the campaign.

Additionally, we redesigned the product packaging, the logo, and the brand character.