Tostitos Created a Ridiculously Amusing Telenovela to Promote Its New Spicy Chips

4-episode series from Goodby, Silverstein & Partners

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: 

CREDITS:

Ad Agency: Goodby Silverstein & Partners

Client: Tostitos

Title of Creative Work: "Botanas del Cielo"

Live Date: 4/13/16

Creative

Partner / Executive Creative Director: Margaret Johnson

Creative Director: Jon Wolanske/Adam Reeves

Art Director: Sean Farrell

Copywriter: Colin Nissan

Junior Designer: John Rodriguez

Production

Director of Production: Tod Puckett

Executive Broadcast Producer: Hilary Coate

Executive Interactive Producer: Leslie Ernst

Broadcast Producer: Christina Wells

Content Producer: Isaak Le

Account Services

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

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager:  Chrissy Shearer

Production Company

Company name: Tonic Films

Director: Pitipol Ybarra

Director of Photography: Alejandro Perez Gavilán

Producer: Aura Santamaria

Executive Producer: Susie Neill

Editorial Company

Company name: HutchCo Technologies

Editor: Jim Hutchins

Assistant Editor: Patrick O'Leary

Executive Producer: Jane Hutchins

Telecine

Company name: MFD

Colorist: Ayumi Ashley

Color Producer: Matt Notaro

VFX/Finishing

Company name: eLevel

Director of eLevel: PJ Koll

Executive Producer: John Dutton

Post Producer: Carley Ridgway

Editor: Graham Wilcox

Music

Composer: Brian Canning

Audio Engineer: Ethan Walter

Creative Director: Kelly Bayett

Producer: KC Dossett

Mix

Company name: eLevel

Mixer: Dave Baker & Nic Dematteo

Executive Producer: Luke Dillon