Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
When Szenderski/Rohani Worldwide was asked to introduce a new brand of tortilla chips for Classic Foods, the creative team thought long and hard about where snack foods come from and under what circumstances they are consumed.
The new chips are called “Stoned Classics,” it turns out, because tortillas were once made by smashing rocks against softened corn dough. The tagline for new print ads, too, has a certain logic: “Get stoned.”
“I guess we were going after the college crowd,” said Jay Huiberts, cre ative director at the San Francisco agency.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in