Plano, TX — Attempting to appeal to Ruffles’ core demographic of Millennial-age men, PepsiCo’s Frito-Lay division is launching a retro action movie-style campaign featuring characters Ruff McThickridge, Bo Dato, Mora Crunchy and the Bomb-Defusing Sloth. The company is also releasing its newest Ruffles flavor, Ultimate Tangy Honey Mustard.
“The core of the new marketing campaign includes a series of humorous movie-trailer-style ads that parody 1970s grindhouse-style action movies,” Ruffles reports. “In recent years, Ruffles has honed in on Millennial-age men as its core target, starting with the development of flavors that were inspired by the real food guys love — and this new campaign builds on that momentum.”
Frito-Lay says the television, cinema and digital ad campaign will include 15-, 30-, and 60-second clips, a Tumblr page containing GIFs and Ruff McThickridge Twitter, Instagram and Facebook accounts.
In conjunction with the promotion, Frito-Lay is debuting Ultimate Tangy Honey Mustard potato chips in 1.875-, 2.5- and 7.5-ounce bags carrying SRPs of $1.09, $1.49 and $2.49, respectively.