TOSTITOS
Tostitos
5 Ways to Cinco
Open Más Fiestas
Situation
Even though Cinco de Mayo is the perfect reason to gather with friends in unexpected fun ways, many consumers feel unable to participate because they’re not natively part of Mexican culture.
Solution
We enlisted screen legend Danny Trejo to become the first ever Cinco Ambassador for Tostitos, inviting our fans to “Open Más Fiestas” as the face of the campaign and introducing Tostitos 5 Ways to Cinco. Online, in social and at-shelf. Danny and Tostitos helped create relevance and to inspire Social Instigators to see Cinco de Mayo as a symbol of togetherness. From recipes to drinks, music, décor, and games, we made it easier than ever to build the ultimate Cinco celebration at home.
Commerce-driving results
An amazing season for Tostitos, complete with lots of love for the brand, the campaign, and new ambassador Danny Trejo.
- Drove campaign engagement above plan with +0.8pts brand purchase intent, +2pts brand association with Cinco de Mayo and 108,000 total microsite engagements.
- Program drove excitement with retailers resulting in 75.5% POS execution rate, driving a +19.4% increase in total in-store displays vs. 2YA.
- TOSTITOS® exceeded conversion goals with 3.1pts share increase and +17% sales growth. Additionally, TOSTITOS contributed to category growth (+7.7%) during the 4-week period.
