Hamburg, Germany – October 16th., 2026 – Saba and the emoji company are joining forces once again to bring consumers in Mexico a playful new experience combining shopping, music, technology and emoji® brand icons in a race against the clock.
Running throughout September and October, the promotion invites consumers to BUY, REGISTER, DECODE and WIN, with 214 prizes awarded every week.
For every $250 MXN spent on Saba products, consumers can participate by registering through WhatsApp and submitting a photo of their purchase receipt, which is automatically validated using OCR technology.
Starting every day at 8:00 p.m., participants receive a song encoded. They must arrange the emoji® brand icons, decode the song and submit their answer. If correct, their exact completion time — down to the minutes and seconds — is recorded.
The fastest participants win, with selected Saba products acting as “time reducers” that can help participants improve their times and compete for higher-value prizes. One of the campaign’s top prizes is MXN $20,000 towards tickets for concerts and other events, giving consumers the opportunity to enjoy their favorite entertainment experiences.
“We are very happy to be collaborating with Saba once again and to take our partnership into such an innovative and playful space,” said Paulina Pérez, VP of Licensing & Operations at emoji company. “What makes this campaign particularly exciting is that emoji® brand icons become the language of the promotion. Consumers have to connect the clues, decode a song and then race against the clock. It is simple, intuitive and highly engaging.”
“We wanted to create an experience that combines participation with excitement and competition,” said Holbein Mata Gasca, Trade & Shopper Marketing Head at Essity. “The combination of WhatsApp, automatic receipt validation, music and emoji® brand icons create a dynamic experience where every second counts. The time-reducer mechanic adds another strategic layer and gives shoppers an additional reason to engage with the Saba range.”
Following several successful collaborations, the new activation demonstrates how the emoji® brand can create interactive consumer experiences that go beyond traditional licensing, transforming the emoji® brand icons into a fun musical challenge.
The Saba x emoji® brand promotion will run throughout September and October 2026 in Mexico, supported by POP materials and activations at points of sale.
