We turned Ruffles into “one of the guys.”
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.
increase in sales during a year projecting flat sales at best
lift in brand engagement
increase in brand mentions across social