AND THEN THERE WAS SALSA by Goodby Silverstein & Partners San Francisco for Tostitos

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AND THEN THERE WAS SALSA

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Industry Confectionery & snacks, Snacks
Media Promo & PR
Market United States
Agency Goodby Silverstein & Partners San Francisco
Associate Creative Director John Kovacevich
Creative Director Rick Condos, Hunter Hindman
Art Director Katie Mccarthy
Copywriter Jessica Shank
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: FRITO LAY
Product/Service: SALSA DIP
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://www.myawardshows.com/2010/cannes/tostitos_salsa/
Creative Director: Hunter Hindman (Goodby, Silverstein & Partners)
Creative Director: Rick Condos (Goodby, Silverstein & Partners)
Associate Creative Director: John Kovacevich (Goodby, Silverstein & Partners)
Copywriter: Jessica Shank (Goodby, Silverstein & Partners)
Art Director: Katie McCarthy (Goodby, Silverstein & Partners)
Executive Interactive Producer: Carey Head (Goodby, Silverstein & Partners)
Associate Interactive Producer: Eryn Lovich (Goodby, Silverstein & Partners)
Broadcast Producer: Todd Porter (Goodby, Silverstein & Partners)
Production Partner: Mike Kellogg (Mike Kellogg)
3D Partner: Laika (Laika)
3D Partner: Ted Perez (Ted Perez)
Media placement: Online - Vimeo.com - 1/3/2010

Describe the objective of the promotion.
We needed to convince people that Tostitos Salsa still tastes fresh, even though it’s sold in a jar on a shelf, far from any refrigerator.

Describe how the promotion developed from concept to implementation
We created a TV spot that featured a fresh hyper-real world composed completely of vegetables found in Tostitos Salsa. On vimeo.com, we literally brought viewers into that world as bountiful vegetables grew out of the video player and took over the Web page. Even our hero, a flamenco dancer, left the video to source the perfect vegetables. In the end, all the freshly chopped ingredients were sucked from the Web page, back into the video and straight into the jar of salsa—right where they belong.

Describe the success of the promotion with both client and consumer including some quantifiable results
It was a risk to showcase the experience on vimeo.com, as the audience adamantly supports the site’s strict non-commercial content guidelines. But immediately, the Vimeo community and people across the world embraced the ambitious flamenco dancer. In the first week live, the video was shared over 40,000 times on Facebook, and it was the most shared video on Twitter for two consecutive days. Although it’s only been one month since launch, it’s been viewed over 700,000 times…and counting.

Explain why the method of promotion was most relevant to the product or service
Tostitos Salsa is actually all natural and made with loads of fresh tomatoes, jalapeños and onions. People are surprised by this. We thought our online experience should be equally surprising. The vimeo.com video player served as the perfect portal into the magical vegetable-filled world inside the jar. By unexpectedly taking over the Web page, we literally brought users inside this fresh and delicious world of Tostitos Salsa. As the video experience resolved, users saw that the entire fresh story had happened in perhaps the most unlikely of places—inside a jar.