Pepsico – Ruffles Unleash Your Flavor
The 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.
The 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.
The ad was shared, discussed and featured widely across the Advertising and Food & Beverage industries sparking conversations about advertising to men.
Libera Tu Sabor became the brand platform for Ruffles unpinning all future comms over the next decade.
Combating generational toxic masculinity, one chip at a time.
The Insight
Attraction—being attractive—is one of the most innate wants and needs we are all born with. It is hardwired into our DNA, the bedrock of ‘the survival of the fittest’. However, attractiveness has been, for perhaps ever, primarily concerned with ‘the aesthetic’, where how someone looks and dresses takes precedence over the kind of person they really are.
With PepsiCo, and more specifically through their Ruffles chip brand, they had only served to perpetuate this wrong through many years of brand communications where only the good-lookers got the boy/ girl. However, in the classic poacher-turned-gamekeeper pivot, we set about righting this wrong not just for the brand but for the world as a whole.
After all, little is more toxic, debilitating, or downright tiring than trying to be someone you’re not.