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Takis: This campaign was an unmitigated disaster!
In 2021 we launched popular Mexican crisp brand Takis. With a tiny launch budget vs. the noisy big competitor spenders we knew we had to do something bold to stand out. From research we found our Gen Z audiences were anti-government so we took an unusual political stance of agreeing with the government about HFSS and told our audience not to eat Takis through a 50 foot projection on the Houses of Parliament and supported via social media. This stance didn’t work; following huge coverage and social chatter the SOM grew 17x faster than our SOV should have delivered, plus 4x more bags were eaten than forecasted.