John Cena Super Bowl Spot
Category: Super Bowl 360° Campaign
Role: Art Direction
The assignment was to develop a campaign that would generate broad scale awareness and drive a lift in Takis sales for 2020.
To reach this goal, the Takis team enlisted the help of John Cena to drive home Takis' "Face the Intensity" mantra. The campaign revolved around a Super Bowl ad and was supported through social media and streaming radio. We managed to create 274MM impressions, 16% higher than our impressions goal.
Super Bowl Spot
Social Media
Streaming Radio
Campaign: Intensity Rising
Category: 360° Online Campaign
Role: Concept Creation, Art Direction, Copywriting
The assignment was to develop an umbrella story that can create curiosity
and excitement around the big news Takis was going to be announcing in 2021.
It needed to be a consistent story that unpacked consumer benefits and was able to live in multiple social channels.
To reach this goal, I created a holistic
and consistent communications approach through the entire year that continually built suspense and intrigue by using each announcement as a way to tease what was coming next. This would always give our fans something to look forward to
and an event to participate in.
Concept Statement
Just when you thought Takis snacks couldn't get more intense, we're taking everything up to a whole new level; it's going to affect every single one of your five senses. But this won't be a one time thing, oh no. Takis Intensity will be rising all year long with mind- and taste-blowing news being released again and again. To be the first to know, you just have to join forces with other fans to raise our Takis Intensity Meter high enough to unlock each announcement. You won't want to miss a single one, because the only thing more intense than the news will be experiencing it all firsthand.
Phase One: New Look Tease & Reveal
The tease post prompted followers to engage with the post in the form of likes, shares,
and comments in order to unlock the next reveal. The reveal didn't only establish the intriguing nature of the year-long campaign, but encouraged fans to spread the Takis' new look to their networks to generate even more excitement.
Phase Two: Brand Extensions Tease & Reveal
Up next in the campaign was the announcement of new products being added to the Takis family line. These five new SKUs were a first for Takis. The brand extensions reveal showcased the full
line-up of Takis Snacks, all while teasing the news of our upcoming campaign with two
celebrity influencers.
The Final Phase: Influencer Partnerships Reveal
With the final tease presented in our previous Takis Snacks reveal, we dropped our last announcement: collaborations with two of the most famous influencers for the Gen Z market, Charli D'Amelio and Ninja. Our first video drop showed the intensity of Takis and Charli D'Amelio lighting up a TikTok dance together. This ad garnered over 65,000 views, the most ever on our Instagram. The last drop of the campaign revealed our accompanying spot with Ninja,
the most recognizable professional gamer and live streamer in the world.
