RUFFLES #RoughLife was the launching point for a global rebrand. Putting its wholesome image in the past, the new RUFFLES wanted attitude that appealed to the millennial male and his interests. The #RoughLife rebrand led to an 8.8% increase in sales in the first three months and the brand took home a Digiday Award for Best Product Launch.
Do Us a Flavor was a contest where Lay's solicited flavor ideas from fans. With $1,000,000 on the line, Lay's fans submitted millions of flavor ideas and participants from each state got in on the action. In the end, Southern Biscuits and Gravy took home the crown.
The Malibu Rum work focused on both new flavors, such as Malibu Red and Malibu Rum Sparkler, as well as on pertinent holidays and occasions and specialty drinks.