• by Karlene Lukovitz  @KLmarketdaily, April 13, 2016

Tostitos is going all-out for its Cinco de Mayo-timed release of three new line extensions.

The Frito-Lay brand and agency Goodby, Silverstein & Partners have created a four-part telenovela parody, “Botanas Del Cielo” (“Snacks from Heaven”), that incorporates the new products into clichéd plotlines given hilariously over-the-top twists.

In one episode, the eye-patched matriarch of the series’ dysfunctional family sets off a drink-throwing fight by accusing her (always shirtless) son Enrique of double-dipping in the brand’s new Chunky Habanero Salsa. 

In another, while sharing the salsa and new Cantina Chipotle Thins, the family is shocked by a revelation about the paternity of a new baby. The new Dip-etizers Spicy Queso figures in an episode featuring the return of Enrique’s twin brother (who is recognized by Enrique and the rest of the family only after he rips off his shirt). 

The series and a trailer are featured on Tostitos.com and the brand’s YouTube channel, and the creative is starting to appear on Tostitos’ Facebook page.

In addition, starting April 22, Tostitos will provide more reasons to visit the site and post about the videos by enabling fans to create GIFs of themselves as characters from the telenovela.