About the project

Revitalizing this brand presented a very clear challenge: restoring relevance to a brand that had faded from the consumer's mind. To achieve this, we understood that the answer wasn't in a boardroom, but in how people actually consumed the product on the streets.

The strategy was to draw inspiration from the authentic culture of street snack stands. We took their essence, approachability, and characteristic folklore to build a unique and recognizable brand territory. By embracing these urban roots, we managed to give Tostitos its own voice and a distinctive personality, transforming it from a quiet product into a cultural benchmark capable of connecting with people year-round and across every communication touchpoint.

-Awarded at the EFFIE Awards

Tostitos