— ROLE

Creative Director

— DATE

01/05/2021

Challenge

Reignite awareness and brand love among Takis’ core teen audience after signs of decline.

Idea

Launch a year-long influencer-led campaign featuring Charli D’Amelio and Tyler “Ninja” Blevins — integrating Takis into broadcast creative and their native social ecosystems to authentically connect with Gen Z.

Anchored by a TikTok Hashtag Challenge inviting fans to recreate the Takis “transformation,” driving participation and cultural momentum.

Impact

847K+ user-generated entries.

$39.1MM in net sales — exceeding goal by 20%.