tostitos

Tostitos Churro Chips

Background

Tostitos brings Mexican-inspired corn chips, salsas and cheesy dips to the party. The salty snacks are meant to be shared and are heavily associated with sports fan culture.

Problem

Tostitos is well-known for its savory snacks, but the sweets category poses the challenge for expanding to a wider target audience.

Ask

Introduce a new product and develop a 360-degree campaign to expand Tositos beyond the salty.

introducing…

Salty or sweet?

A survey of 2,000 Americans finds that there are major personality differences between those who prefer sweet treats and those who munch on savory:

Fans of sweets are more likely to be social butterflies while snacking — like when hanging out with friends (20%) or during a game night (19%)
Savory snackers tend to save their snacks for more intimate or leisurely events, like on dates (27%) and binge-watching TV (23%)

the Insights

People associate churros with sweet, silly and even extroverted personality traits.
People link churros with nostalgic childhood memories, such as visiting a fair or amusement park.
Churros are a hot (literally) new menu item. They offer the ultimate versatility of dessert food with their easy-to-dip shape.