Frito-Lay was losing its Latin consumers and market share to other authentic salty snack brands. It needed Product Innovation to attract different consumer segments.

Consumer's Personal Story:

Recent arrivals, foreign-born (Spanish preferred), native-born bilingual millennials looking for authentic salty snacks, primarily in C&G channels and Latin independent retail stores.

Cultural Trigger:

"I love to prepare my chips with Hot Sauce. I would like to find an option that offers this Perfect Mix".

Culturally Relevant Solutions:

Product line extension. Integrated marketing campaign. In-store communication and demos.


One of the most successful launches in FLNA history.

FlamasBranding, Packaging, Art direction & POP
BRIGGS EQUIPMENTArt direction, Website & Copywriting
AGUAS FRESCASPackaging & Art direction