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

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

Brand Marketing

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

4-episode series from Goodby, Silverstein & Partners

Kristina Monllos

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Kristina Monllos