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The campaign reminds us of the value of the snack market in Mexico, with expected revenues of 11.96 billion dollars this 2023.
Like Ruffles, there are important brands in the snack market due to the trajectory they have achieved in the market.
A key aspect of Ruffles is that it has become an example of how to take advantage of personalities, as Cerveza Victoria did at the time with the artist Isaac Hernández.
The idea of Ruffles to take out Checo Perez off the track and adding it to a snack campaign, gives us a very clear idea of what is important today to achieve products that resonate in the consumer’s mind.
This proposal is not wasted, since it is a brand that seeks to compete in a market, whose value is wait that reaches, only in Mexico, 11 thousand 960 million dollars this 2023.
Said estimate is an important indicator of what is expected in the market and what is more important, what will be important in this segment when communicating creatively.
Checo Pérez starts a new campaign
The Mexican pilot Checo Pérez is the protagonist of a new campaign in the snack market and debuts in this piece for Ruffles unmatched competition, as described by the brand that boasts of having taken the pilot off the track.
The action puts Pérez to compete in a bumper car stall at a fair, where trying to dodge the adversaries makes sense of the campaign’s name, “Choca a Checo”.
“It was a very close competition, but certainly a lot of fun. I had a good time on this challenge. Being able to collaborate with a brand like Ruffles, which encourages its audience to be authentic and enjoy the things they are passionate about, was a great experience”, explained the pilot about his participation in this campaign, where he stood out as a widely known personality. in the auto racing market and now as a brand ambassador.
For Clara Contreras, Papa Director at Sabritas México, “Ruffles wants to continue strengthening its link with sports, continue offering valuable content and promotions to its consumers and, above all, continue promoting the importance of authenticity, respect and trust in oneself”.
As is to be expected in these actions, one element stands out and it is the value that exists in the market, of understanding what is transcendent and what does not contribute to a brand, especially when advertising with great personalities.
This was the case of Isaac Hernández, when he participated with Victoria in a campaign alluding to the Day of the Dead.
If we see the focus of both pieces, the justification of the storytelling highlights a creative element and it is the ability to turn their stories into prominence with brands.