Campaign details
Advertiser: PaquiAgency: Olson Engage
The situation
Prior to its 2015 acquisition by SkinnyPop Popcorn parent Amplify Snack Brands, Paqui was a small, regional tortilla chip brand with better-for-you ingredients, bold flavor profiles and very little brand recognition.
As the brand planned for a national rollout that pitted it against the likes of household names like Doritos and Tostito's, the lack of brand-name recognition was a persistent challenge that needed to be addressed.
The idea
We made the world's spiciest tortilla chip, packaged it individually in a coffin-shaped box and challenged media and consumers to take...