In support of a pair of LTO flavours, Ruffles is putting forth the question: “Are you a chip licker?”
According to the PepsiCo brand’s research and the latest campaign by agency partner Rethink, it’s true, they “live among us.”
The launch of Ruffles’ Spicy Garlic and Double Crunch Korean Sweet Chili flavours is informed by a brand consumer survey showing that 25% of respondents lick their chips.
“The beloved ridges that Ruffles is known for, combined with our intense new flavours, are made for chip licking – a snacking behaviour that’s more common with Canadians than you might have expected,” says Lisa Allie, senior director of marketing at parent company PepsiCo Foods Canada. “We’re excited to bring this snacking phenomenon to the forefront and celebrate chip lickers and future chip lickers alike.”
Allie tells strategy that the offerings tap into the Gen Z target audience’s desire to trial bolder taste-profile mixes, adding that Ruffles brand insights revealed that 88% of self-proclaimed chip lickers said tasting the seasoning is the most enjoyable part of their snacking experience.
“Through our consumer learnings, we know that Gen Z are flavour explorers, seeking spicy flavours with a multicultural twist. So we’re thrilled to introduce Ruffles Spicy Garlic and Ruffles Double Crunch Korean Sweet Chilli – two intense flavour profiles crafted to celebrate this flavour-first mindset.”
Ruffles is aiding awareness of the launch and aiming to drive trial through digital and social-media efforts tailored to Gen Z’s online tastes and habits.
“Our media approach is concentrated on digital and social platforms to reach our highly connected, always-on Gen Z consumers,” Allie says.
The company has also unveiled in-store displays at key retail locations to spotlight the flavours. Praxis is the partner social agency for the launch and OMD is behind the buy.
