— ROLE

Creative Director

— DATE

15/05/2023

Challenge

Launch Takis Dragon Sweet Chili — the brand’s first sweet heat flavor — and drive awareness for a product departure from the core lineup.

Idea

Leverage the neon dragon iconography to signal a bold evolution of the brand. Built an integrated launch campaign spanning TV, online film, social media and retail to introduce “sweet heat” in a way that felt both new and unmistakably Takis.

Impact

3MM+ impressions at launch.

Sold out in 78% of U.S. regional distribution centers within weeks.

A 40% lift in total Takis sales volume when the flavor was introduced.