The main goal was to launch Ruffles Hellman's Mayo as a new flavor and limited edition in Brazil. The challenge was to connect this launch with the Gen Z gaming community.

This launch demands innovation while approaching the target, so could guarantee PepsiCo as the consumer's first choice in Brazil's snack industry.

To capture the Gen Z attention, this campaign used the gaming territory and engaged the Gen Z's as creators, leading the story by giving them the opportunity to create crazy contents with a brand.

More than offering regular ads in a game, Ruffles stimulated the Gen Z creativity and reassured the brands positing in the market.

If “What a trip in the mayo” is the Brazilian way to say “that’s so crazy”, instead of polluting games with advertising, we invited gamers for an in-game trip in the mayo. Connecting the product to the Gen Z gaming community in an almost organic way.

The campaign was digital and physical, OOHs were placed in Brazil and digital content also started in Brazil and spread to other countries, such as Japan, USA, Spain and more.

The camping was on air from 1/12/2021 to 24/12/2021. But the mods are available until now.

The campaign reached over 9.1 million impressions with over 95% of positive comments and interactions. The Ruffles Mayo Mods were created and used in over 10 different games, generating over 24 hours of content. And the new Ruffles Hellmans Mayo flavour has sold out in the first month after +80% above sales expectations.