Cinco De Mayo celebrations were at an all time low, so we enlisted the help of Danny Trejo to bring the fiesta with Tostitos like never before. We invited our fans to “Open Mas Fiestas” for Cinco de Mayo, with “5 Ways to Cinco” to get the party started. To kick things off we created custom packaging, released a new Margarita inspired flavor, and teased the fiesta with an explosive 30 second spot playing up Danny’s classic on-screen persona as he pitches a suspiciously crispy action role tied to the 5 Ways.
TOSTITOS 5 WAYS TO CINC0
DANNY SAVES CINCO
The creative brief for Cinco de Mayo was a challenging one. Political tensions were high in the aftermath of covid, plus cultural tensions around the meaning of Cinco as an appropriated holiday were taken into consideration as well.
Our solution, partner with a legend that everyone can get behind. I pitched Danny Trejo as the perfect fit, as a Mexican American badass, on a mission to save Cinco de Mayo with an epic movie pitch.
LOTERIA LIVE
As a cherry on top to the campaign, a lucky few were able to meet Danny Trejo live during a zoom call to play a few rounds of Loteria with our custom designed Tostitos and Danny infused Loteria Cards.
Credits
Client: Tostitos
Agency: The Integer Group
Role: Associate Creative Director, Design, Illustration
Year: 2021
Collaborators: Brigg Bloomquist, Allison Earnhardt, Stephanie Fisher, Alli Durak, Clay Knight, Steve Altuna, Meredith Groom