We needed to find the people who had no idea that the thing missing from their lives – is lime crisps. It was an unlikely flavour to add to the Ruffles line-up, so required we find a way to build buzz and desire around the new taste.
Product mash-ups have become a popular way to pep up household brand names. Ruffles’ stablemate, Pepsi, has tried several in Brazil, including limited edition lime (Limón). Their success inspired us: we would take on the now redundant Pepsi limes, and give them a new job at Ruffles.
Our campaign revived the popular Pepsi Limón mascots and exploited their mischievous side. We followed their story from applying for the job, to their inglorious end at the Ruffles factory. And were delighted that, alongside almost a million social reactions, other brands also reached out to offer the Limóns a job! Amid this craziness, lime-flavoured crisps suddenly didn’t seem like such a strange idea.