The Challenge
For years, snack advertising sold attraction as surface-deep – beauty, bravado and airbrushed confidence. With Ruffles, we set out to flip the script and redefine what it means to be attractive: less posing, more personality.

The Idea
Libera Tu Sabor (Unleash Your Flavour) – a new brand platform inspiring young men to embrace authenticity over appearance.
We created Fernando, a modern hero from Mexico City who charms not through dominance, but through self-assurance and playfulness. A little cheek. A lot of flavour.

The Work
A region-wide campaign spanning TV and social, filmed in Mexico City, positioning Ruffles as the brand encouraging confidence that comes from within.

The Impact
The work sparked cultural conversation across Central and South America — challenging stereotypes and empowering a new generation to be real, not perform. Libera Tu Sabor became the enduring platform for Ruffles – reshaping how the brand, and its audience, see themselves.