Combating generational toxic masculinity, one chip at a time.

THE CHALLENGE

Pepsico Mexico’s flagship snack, Ruffles, has an ‘interesting’ advertising heritage, some of which was quite sexist. As a household brand, they saw an opportunity to update their image and lead the change for positive direction for young men in Mexico.

IDEA

Libera Tu Sabor (Unleash Your Flavor)

As the Ruffles brand is primarily all about attraction, we reframed the thinking, creating Fernando – a modern young man who approaches his life less-expectedly. Filmed in Mexico City, Fernando took a more passive, cheekier approach, encouraging his peers to embrace his flavour, rather than following the more aggressive, expected tactics.

The TV ad aired across Central and South America supported by partnered social content.

IMPACT

An enormously successful campaign across Central and South America. Using Ruffles as a simple, trusted household brand, Fernando helped young men open up about generational toxic masculinity and inner confidence.