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Tostitos leveraged the national spotlight of the Jan. 2 Tostitos Fiesta Bowl broadcast to present Big Brothers Big Sisters with a donation of $250,000 as the culmination of the Tostitos Fiesta in the Square.
Held on last month in New York’s Times Square, the event was billed as a “party with a purpose” that converted the Crossroads of the World’s Military Island into a football end zone where fans took turns trying field goals. At the fiesta, thousands of fans and VIP Bigs and Littles, as well as former football greats Jim Kelly, Rodney Peete, Antonio Pierce, Eddie George, and Bill and Martin Gramatica, and multi-platinum recording artist, TV personality and Big Brother Nick Lachey, helped the snack brand set a new Guinness World Records title for the most people to kick successful field goals in six hours, raising money for Big Brothers Big Sisters along the way. Highlights from the event were shown during halftime of the Tostitos Fiesta Bowl broadcast on ESPN.
While the one-day Fiesta in the Square is over, its celebration during the Tostitos Fiesta Bowl officially kicked off a broader marketing campaign for the brand that will run through 2012 and return it to its roots as the “life of any party.” As a part of the campaign, the brand will resurrect its iconic Tostitos tortilla chip bag -- a first forPepsiCo’s Frito-Lay division. The new “spokesbag” has arms, a mouth and a plenty of attitude, along with a fun, magnetic charm that aims to encapsulate the brand’s personality. It also serves as the creative centerpiece for a comprehensive campaign that reminds consumers in a lighthearted way that Tostitos unites people and believes in being social.
The new campaign offers three new national/local television spots, two of which debuted for a nationwide audience during the Tostitos Fiesta Bowl and other Bowl Championship Series (BCS) game broadcasts. Additional campaign features include a unique digital and social media activation that encourages people to get together for parties and post messages about their social celebrations via the Tostitos Facebook page and Twitter handle. Further, the spokesbag will appear in print media, as well as in banner ads on pop culture and sports websites.
“For more than 30 years, the Tostitos brand has been about bringing fans together around the chip-and-dip bowl, and making any occasion a social celebration,” said Justin Lambeth, VP, marketing, at Plano, Texas-based Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo in Purchase, N.Y. “This new campaign takes us back to our party heritage in a fun and unique way that we hope will spark even more social gatherings in 2012."”
The Tostitos ad campaign is supported by several agency partners, among them TBWAChiat Day (brand advertising, creative), OMD (media buying), The Marketing Arm (events) and Ketchum (public relations).