Takis Intense Nacho Launch - First Non-Spicy Takis Product Launch (Q1 2023)

Role:

• Social & Cultural Strategy

• Influencer & Creator Strategy

• Campaign Architecture

• Cross-Channel Campaign Leadership
  
  Opportunity
  Launch a new flavor through culture rather than traditional product marketing, while shifting consumer perception of Takis beyond a “spicy snack” and demonstrating its versatility across occasions. The strategy needed to unify celebrity partnerships, creator content, and paid media into one cohesive, culturally relevant approach.

Solution: Shifted the launch from a product announcement to a culturally-driven, social-first campaign system.
Designed a full-funnel social strategy across tease, launch, and sustain phases—integrating celebrity partnerships, creator content, paid media, and organic into one cohesive ecosystem. Defined how social showed up across the broader launch, aligning storytelling, creators, and amplification to drive discovery and sustain momentum.

The result expanded consumer perception of Takis beyond a “spicy snack,” embedding the product in culture beyond the initial release.