I said yes to saving the brand’s leadership
Tostitos is at the top of the U.S salsa market*.
Craft products are lowering Tostitos share of the market*.
To become a lovemark.
Create a friendly sub-brand with a new recipe .
— There is no universal salsa recipe. Every household has their own unique ingredients*.
— Consumers don’t want brands telling them what to do*.
— They prefer to participate and be heard. The need to be engaged increased Reality TV viewership by 8% since last year*.
Cooking monsters —love salsa more than anything. They add salsa to every dish.
Lazy chillers — don’t know how to cook, but like to express their opinion about food. ⅓ of americans, who don't know how to cook*. They’ll only eat salsa with nachos.
Cooking monsters — “I’ve tried my neighbor’s salsa and it was a piece of shit! My salsa is the best”.
Lazy chillers —“Maybe I don’t know how to cook, but I know what’s delicious. If I choose it, I'll stick to my opinion”.
To create the national salsa with our consumer, by collecting the best cooking monsters recipes and allowing the lazy chillers choose universally-loved salsa.
Spill the sauce.
Cooking shows (use existing or create a new one).
Street markets (a place for trying salsa finalists).
The news (as a free media).
Social media activities (involving more people in the decision-making process).
Super bowl (for announcing a salsa winner).
*Statista, Pinterest, Euromonitor, FX Networks Research, Huffington Post