TOSTITOS CINCO REMIX
Tostitos asked us to expand beyond May 5th and into the broader “fiesta season,” going bigger and bolder than before, so we brought Danny Trejo back into the mix with some help from rising star Sofia Reyes. Danny & Sofia remixed their own party in a visual tug-of-war, while fans could visit a bespoke microsite featuring our “Fiesta Remixer” with over 100 combinations of food, drink and music to make party planning a cinch. Additionally, Tostitos partnered with the creator of Millenial Loteria to deliver a Remixed version for Danny, Sofia, and of course Tostitos biggest fans.
MILLENIAL LOTERIA
In 2021 we designed a custom set of Loteria cards for our 5 Ways to Cinco campaign, and we kept the tradition alive with Cinco Remix. The in-house creative team at Frito-Lay in collaboration with Millenial Loteria remixed our initial deck of cards with a more traditional look, featuring both Trejo and Reyes. Our agency didn’t design the deck, but we did pitch them the idea to partner with Mike Alfaro, creator of Millenial Loteria, which they loved and brought to life to further solidify our partnership.
EXPERIENTIAL
To help launch Cinco Remix for Tostitos we aimed at owning the Cinco de Mayo celebration in Los Angeles. The centerpiece was a fully branded Cinco Remix Party Bus, designed to deliver spontaneous pop-up parties, complete with Tostitos, music, and a live performance by Latin pop star Sofía Reyes. The activation would bring the party directly to the streets, making Tostitos the undeniable snack of Cinco. While the idea generated excitement, it ultimately was not activated.
Credits
Client: Tostitos
Agency: The Integer Group
Role: Associate Creative Director
Year: 2022
Collaborators: Ali Earnhardt, Jeff Richey, Clay Knight