December 12, 2008

Getting teens to send a message to the World

This month, we're also rolling out an ambitious project for our Ruffles® Brand - Brazil's best-selling potato chip. It's called the Ruffles "Fala Aê! Tour" (translates as 'speak up'), a bus with two studios onboard that will be touring the country inviting teens to send a 15" message to the world. The bus will be uploading these teen videos to a YouTube channel and the Ruffles website. Ambitious because our intention is to create the world's largest teen manfistation to be broadcast online.

Our brand activation agency, the Future Group, has done a great job creating a fun studio experience. Through a touchscreen monitor, teens can choose among different virtual backgrounds and also select props (like hats, sunglasses...) to get into the spirit before recording.

This summer activation is part of the brand's communication platform "Make noise, eat ruffles". For the Ruffles, 'noise' has both a product and an emotional association. Noise linked to the chip's hard bite and noise that comes from teens making their voices heard.

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