True North

True North

Frito-Lay wanted to connect with an older target that was no longer interested in powering down bags of Doritos or Lays Potato Chips. For Frito, this was uncharted territory. Defying snack chip convention, we went for something big and meaningful.
 

While conducting research with boomers, we uncovered a great insight: that more and more people in their 40s and 50s were starting to think about their legacy  – why they’ve been put on this planet, what they’ll be remembered for. We wanted to inspire these people, align with their cause (or give them one), and be their unofficial snack brand. We made “finding your True North” synonymous with finding, and pursuing, your true passion in life. We invited people to share their stories, connect with others, and the most inspiring story of all became a short documentary film, aired during The Academy Awards.
 

Our work was hailed by Frito-Lay as their best new product launch ever.