The rollout of new chips and salsa products isn't inherently dramatic. Nobody waits in line for hours as they would for, say, a new iPhone. But that doesn't mean you can't create drama, which is exactly what Tostitos and Goodby, Silverstein & Partners are doing.
Today, the brand released its own four-episode telenovela, Botanas del Cielo (Snacks from Heaven), to promote its new spicy chips and salsas: Tostitos Cantina Chipotle Thin chips, Tostitos Dip-etizers Spicy Queso and Tostitos Chunky Habanero Salsa.
"Telenovelas have become a cultural phenomenon over the past couple years," said Jeff Klein, vp of marketing at Frito-Lay. "We wanted to create content our consumers would find spicy while enjoying Cinco de Mayo."
The series, which is targeted at millennials, was directed by Pedro Pablo Ybarra and tackles common telenovela themes like wedding surprises and paternity-related drama with chips and salsa playing a central role in each episode.
"Creating a campaign like Botanas del Cielo that incorporates a comprehensive paid, owned and earned strategy allows us to engage the consumer through multiple touch points in their lives over a longer period of time leading up to a holiday relevant to Tostitos," Klein said.
As part of the brand's effort to get consumers interested enough in the series to post about it on social media, Tostitos created a way for fans to personalize GIFs from the show. Starting April 22, those visiting Tostitos' website will be able to create GIFs of themselves as characters from the series.
Check out the trailer for the series below:
Ad Agency: Goodby Silverstein & Partners
Title of Creative Work: "Botanas del Cielo"
Live Date: 4/13/16
Partner / Executive Creative Director: Margaret Johnson
Creative Director: Jon Wolanske/Adam Reeves
Art Director: Sean Farrell
Copywriter: Colin Nissan
Junior Designer: John Rodriguez
Director of Production: Tod Puckett
Executive Broadcast Producer: Hilary Coate
Executive Interactive Producer: Leslie Ernst
Broadcast Producer: Christina Wells
Content Producer: Isaak Le
Director of Account Management: Brian McPherson
Account Director: Meredith Williams
Account Manager: Kateri McLucas
Account Manager: Lisa Kourakos
Assistant Account Manager: Levi Russell
Brand and Communication Strategy
Senior Brand Strategist: Ralph Paone
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Chrissy Shearer
Company name: Tonic Films
Director: Pitipol Ybarra
Director of Photography: Alejandro Perez Gavilán
Producer: Aura Santamaria
Executive Producer: Susie Neill
Company name: HutchCo Technologies
Editor: Jim Hutchins
Assistant Editor: Patrick O'Leary
Executive Producer: Jane Hutchins
Company name: MFD
Colorist: Ayumi Ashley
Color Producer: Matt Notaro
Company name: eLevel
Director of eLevel: PJ Koll
Executive Producer: John Dutton
Post Producer: Carley Ridgway
Editor: Graham Wilcox
Composer: Brian Canning
Audio Engineer: Ethan Walter
Creative Director: Kelly Bayett
Producer: KC Dossett
Company name: eLevel
Mixer: Dave Baker & Nic Dematteo
Executive Producer: Luke Dillon