Ruffles #RoughLife
Ruffles #RoughLife
Sometimes you finally sink into your couch with a cold beer only to realize it’s not a twist-off.
Or your iPad is at 18% and the charger isn’t long enough to reach the bed.
But few things are more devastating than when a regular potato chip breaks in dip.
If you’ve suffered through these kinds of problems, then you know life can get rough.
So, we, Ruffles, hereby swear to raise awareness of #RoughLife problems;
To provide you with comfort and strength, just as we've done for over 50 years;
To present solutions to these tragic problems, if solutions exist;
And to always keep it real ‒ even when life is at its most unreal.
Your friend, through thick dip and thin skin,
Ruffles
The Case Study
The Work
We kicked off the campaign by teaming up with New York Jets Wide Receiver, Eric Decker. Why Eric Decker? Simple. He's handsome, famous, and well-paid...but he plays for the Jets. Which made him the perfect spokesman for the #RoughLife.
Together we tackled some timely #RoughLife problems.
Next we teamed up with the guy who created Adult Swim’s ‘Assy McGee’ to create an Ruffles Rough Life animated series. Each video featured a world where Rough Life problems were solved. Like...
What if your friends would help you rub in sunscreen at the beach?
What if your friends would help you rub in sunscreen at the beach?
What if you had WiFi everywhere you went?
What if evolution had blessed you with ridiculously long arms?
The Rough Life can happen anywhere. Even on the radio.
Then we teamed up with College Humor and Martin Starr (Freaks And Geeks, Silicon Valley) for “I Survived The Rough Life”.
THE RESULTS:
The #RoughLife campaign contributed to a rise in sales by more than 8.19% for 2014. Fan engagement increased by 386%. Millennials watched our videos more than 2.7 million times. And for the first time in a long time, they started talking about Ruffles.
So yea, life can get rough. Thankfully, there’s still Ruffles.