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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.
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