CLIENT
Frito-Lay North America, Inc.
Hana Golden, Director, Marketing
Lauren Niculescu, Senior Manager, Marketing
Anya Schmidt, Senior Director, Marketing
Tina Mahal, Vice President, Marketing
Nityam Khanna, Senior Insights Manager
AGENCY
Maddie Waggner, Account Supervisor
Katie Oden, Group Account Director
Alison Earnhardt, Group Creative Director
Colton Canava, Associate Creative Director
Clay Knight, Senior Copywriter
Steven Altuna, Associate Creative Director
Kelly Dubin, Senior Director, Insight & Strategy
Steve Moon, VP, Group Creative Director
Diana Cooper, Senior Retail Designer
Johnnie Watts, Retail Designer
Ashley Roy, Art Director
Caryl Johnson, Senior Project Manager
OMD
Amanda Willison, Associate Media Director
Daniel Waylonis, Director, Digital Activation
D3
Chris Bellinger, Vice President, Creative and Digital
Jordan Gilliam, Social Strategist
Ketchum
Ilana Shenitzer, Senior Vice President
Travis Culver, Vice President, Group Manager
PrizeLogic
Jeannie Sexton, Director, Customer Success
Norm Nolasco, Manager, Customer Success
SUMMARY
TOSTITOS® faced declining share due to a commoditized and fragmented category. We needed to distinguish the brand to win hearts and renew engagement in a relevant and ownable way. We saw an opportunity to infuse flavor and life into Cinco de Mayo, a holiday steadily seeing disengagement. Our campaign invited consumers to celebrate the Mexican holiday in fresh, fun and authentic ways. Results were a fiesta for all—we increased TOSTITOS’ association with Cinco, gave shoppers relevant solutions, lifted the category for retailers, and put Cinco back on the map.
