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PepsiCo snack brand Ruffles’ new campaign in Mexico aims to showcase men as most attractive when they’re confidently and openly being themselves.
Developed by New Macho, the male marketing specialist division within U.K.-based agency BBD Perfect Storm, the campaign “Libra tu Sabor”—”Unleash Your Flavor”—attempts to redefine the portrayal of men within one of PepsiCo’s largest marketplaces.
The campaign, which will run for six months, was devised following research commissioned by PepsiCo to understand how men in Mexico cope when faced with the expectations of society.
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