PepsiCo recently undertook research to understand how Mexican men are coping with societal expectations and their happiness levels. They found that a large percentage of men surveyed struggled with the demands put on them to perform to a persona which isn’t true to their values. It also revealed the insight that both men and women need to build their confidence in the dynamics of a balanced relationship. Rather than mastering women, our new campaign for Ruffles Mexico, ‘UnleashYour Flavor’ aims to demonstrate that men can successfully engage with potential partners by being authentic, and that attraction is about connecting not conquering.
Grounded in this insightful research, our refreshing new creative platform for Ruffles, “Libera tu Sabor” (“Unleash your flavor”), brings an up-to-date view on relationships by delivering on the brief to ‘show men are their most attractive when they are confident enough to be themselves’.
As Mexico is the second largest market for PepsiCo globally, this is a significant new strategic purpose for the brand.The integrated campaign features a TVC (plus 20” and 10” cut-down versions), as well as a host of social and digital content.