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We turned Ruffles into “one of the guys.”

Our data revealed that millennial males use the internet to humorously vent about “first world problems.”  Millennial males spend a majority of time on digital platforms, frequently engaging with sports content, and respond positively to brands speaking to them like people, not customers.

We developed a campaign called #RoughLife, focusing on funny “first world problems,” that could be solved by Ruffles. We created original content—from animated shorts to live videos and digital ads—and recruited former NY Jets wide receiver, Eric Decker, to influence sports fans.

 We distributed the campaign on digital platforms, like comedy website CollegeHumor, where our audience already was.

The Impact


increase in sales during a year projecting flat sales at best


lift in brand engagement


increase in brand mentions across social