In a jam-packed stadium with 60,000 fans, it was an awesome opportunity for us to launch our new limited edition Ruffles Do Seu Jeito ('Ruffles Your Way') - which comes in a flavor for girls and one for guys. The guy version is a big wave potato chip with a masculine BBQ Ribs flavor and the girl version is a thin-sliced potato chip with a soft cream cheese flavor.
The in-stadium brand activation was carried out by the Future Group. The promoters were instructed to hand out samples according to the positioning. Next to me, there was a girl asking to sample the guy BBQ flavor. The answer she got was: "Bring a male friend and you'll get your sample" which was a great way to promote interaction among the crowd.