Scary but tasty

Creation of engaging content

based on insights.

Client

Pepsico

PROJECT OVERVIEW

The goal for this project was to get shoppers to purchase Tostitos for Halloween season through social media channels. Also the company wanted to increase the traffic of their website leveraging the holiday, through the creation of static and animated banners.

ROLE

Creative director

RESPONSIBILITIES

Creative direction, graphic design, motion graphics and web design.

THE ASK

Creative direction, toolkit of digital assets, headline proposal and landing page.

PROJECT DURATION

Sep - Oct 2022

TARGET

Tostitos customers are very outgoing, highly social, energized by social activity and adept at bringing together friends, old and new. They like to be a source of entertainment and fun, and want to connect and enjoy connecting others. They need to keep social gatherings fun and fresh so they don’t get bored. They are fun just like life is.

BACKGROUND

Halloween is a fun celebration that allow people to explore their daring and fun side. It invites them to play, to dress up, to embody a character and to enjoy the moment. It is a celebration of pop culture with iconic references such as bats, ghosts and spooky creatures, traditional characters of horror movies and stories.

How can people vary the snack bar, so their friends and guests don’t get bored?

In today's market there are many snacks brands people can buy, yet people feel that they always give the same snacks at their parties.

How a snack can make people parties something to remember?

But in addition being tasty and classic.

So how to please everyone with the same product?

Each party guest as well as each buyer has different flavor preferences.

BRAINSTORMING

The first ideas that came to my mind to get to the visual concept, were clear references to Halloween.

Thinking of the classic characters of horror literature like Dracula, Frankenstein, or other traditional characters of cinematography like mummies, witches, bats and ghosts.

Gloomy scenes, black and white classic movies, old houses, stone castles, fog and dark landscapes.

I needed to merge the visual concept with a short and catchy headline.

I was thinking in headlines like:

"The party don’t start ’til Tostitos arrives"

Alluding to the Halloween celebration and the traditional sayings like the famous “trick or treat”, the simple but fun costumes that children dress up in: bags over their heads, ghosts made out of sheets and the classic pumpkins or sacks to ask for candies.

Thanks to these ideas the "spooky pumpkins" were launched. The research made for this project led to create a new limited edition product: pumpkin shaped chips, called spooky pumpkins.

IDEAL SNACK

I gradually narrowed down my ideas to the best one, where food had to be the key element of the creative concept, showing Tostitos as the ideal snack for the Halloween. There are shared possibilities and options for everyone, it can be a meal and a snack at the same time.

FritoLay mummy

FritoLay Instagram post

When people think of Halloween snacks, they usually think of typical holiday snacks, but the idea here was to introduce them with a special touch:

Food in costume, recreating the iconic Halloween characters with spooky details. Those spooky details, led to create a recipe that was published on the Tostitos website and also led to the name for the pumpkin shaped chips called "spooky pumpkins"

Thanks to Tostitos variety of flavors, dips and sauces people can convert the snacks into a piece of the table decoration

By doing so, the party guests will remember the reunion that showed the most terrifying snacks.

Inspired recipe

Headline creation

What would it feel like to eat snacks with eyes, fangs or a face that watches you as you put it in your mouth? It would be a daring but tasty challenge. Both when you eat it and when you create it.

This is the origin of the headline: “Scary but tasty”.

FritoLay cookie

FritoLay Instagram post

And that is how people can convert the snacks into the protagonists of their Halloween parties, so Tostitos be: the most memorable guest, the best disguised and the most delicious.

STATIC BANNERS

I resize the visual compositions for the different banner dimensions keeping the key products front and centered and a call to action with a yellow button.

ANIMATED BANNERS

The idea for the video was that the cheese dip invade the customer screen and when the cheese disappear, the ideal table for Halloween snacking is uncovered.

I made a purple opener dripping like Tostitos dip cheese. In the next frame an explosion of a magic potion unveils the logo and the headline with flying details dressing the atmosphere. The cheese dip invades the screen and when it disappears, it sets the ideal table for Halloween snacking.

The animation was made in different sizes,to use them in display ads that would drive traffic to the website.

PROJECT IMPACT

The creation of this art concept serve for multiple purposes:

It was the inspiration for a recipe in the Tostitos recipes section of the website and for the name of the recipe "Spooky pumpkin sesame bites".
It gave the idea for a limited edition of pumpkin shaped chips, and also for the name of the product called "Spooky pumpkins".
It gave the idea for the name and for the packaging design of the halloween tostitos: "Scary strips"
It was the inspiration for multiple posts in Tostitos Instagram.
And also, the inspiration board led to create posts for the Instagram of the FritoLay brand.

The key visual was modified in order to simplify it and create a lot of assets from that idea.

Here we can see how it also inspired the Tostitos packaging for the Halloween season.

By being responsible for the art direction, I achieved the goal of this project by making the visuals used in social media, website, new chips design and packaging, memorable.

The insights resulting from the research, inspired to write the product names, copys, titles, recipes and headlines for the website, social media posts and packaging.

By using popular terms and imagery, customers will keep in mind the Tostitos and FritoLays brands, leading them to buy those products for that season.

ALMA MORALES