Tostitos — Goodby, Silverstein & Partners
Frito-Lay’s Tostitos brand is all about bringing people together for the Super Bowl, but the brand needed a new way to tap into the buzz before the big game in 2018. While that requirement may be typical of any brand that advertises during the Super Bowl, Tostitos had a less-than-Super-Bowl-requisite budget of $850K and had the added difficulty of needing to reach the demographic that cares the least about pro football: Millennials.
While Millennials may be increasingly apathetic toward the NFL, the one thing they do love is a good old Super Bowl spot. As most brands went big with splashy 60-second TV ads, Tostitos did the opposite: instead of making an ad for itself, it made an ad for people throwing Super Bowl parties.
GS&P created a microsite where party hosts could create personalized 60-second ads promoting their own Super Bowl parties. The customizable digital invite generator included dozens of mix-and-match Super Bowl ad clichés such as two senior women asking “Where’s the party?,” reminiscent of Clara Peller asking “Where’s the beef?” for a 1984 Wendy’s ad.
The ads also featured a favorite throwback celebrity, Alfonso Ribeiro, better known as Carlton from “The Fresh Prince of Bel-Air” (because what kind of Millennial campaign would it be without a nostalgia-inducing celebrity?).
They used their media budget to follow up with guests, reminding them of the party and offering a BOGO coupon for Tostitos dip.
In the end, Tostitos reached its audience not by spending millions on a 60-second spot, but by turning the spotlight on its fans and making their parties the stars of Super Bowl Sunday.
This campaign won a MediaPost OMMA Award in 2018.