Riquelme is happy
Román Riquelme is considered to be one of the best Argentinian players of all time. But in spite of that, the press seemed to be obsessed with the fact the he always had a sad face. When he lose and when he won. So we invented a promotion for Pepsi and Lay's that could even make Riquelme happy.
It sounds simplistic, I know, but people went crazy. "Riquelme is happy" became one of the country's favorite catch phrases. In fact, "We are happy like Riquelme" is what the President of Argentina and the Vice-Mayor of Buenos Aires said when they were elected for office. But that's not all. The most popular TV show in Argentina made an 8 minute sketch with a parody of the ad; Riquelme is Happy became the topic of thousands of memes, and it even went across the border.
And here are some news of the time...