TOSTITOS® faced declining share due to a commoditized and fragmented category.
We needed to distinguish the brand to win hearts and minds and renew engagement, but in a
relevant and ownable way. We saw an opportunity to infuse a voice and life into Cinco de Mayo,
a holiday steadily seeing disengagement YOY.Our campaign invited consumers to celebrate the
Mexican holiday in fresh, fun and authentic ways.
We needed to distinguish the brand to win hearts and minds and renew engagement, but in a
relevant and ownable way. We saw an opportunity to infuse a voice and life into Cinco de Mayo,
a holiday steadily seeing disengagement YOY.Our campaign invited consumers to celebrate the
Mexican holiday in fresh, fun and authentic ways.
