Campaign details
Brand: Old El PasoAgency: MindshareRegion: North America
Strategy
Objective
- Launch Old El Paso's (OEP) new Tortilla Pockets to break through in a cluttered category.
- Drive awareness of the product & amplify key, differentiated benefits (i.e., sealed bottom with less mess).
- Deliver playful experiences & place OEP into ownable cultural moments that establish brand distinctiveness.
Target Audience
Tacos are a messy dinnertime staple, and we knew that our "Funstigator Parents" were looking to spend less time worrying about taco mess and more time focusing on family fun, inspired by great recipes. We also knew...