How Takis conquered British supermarkets
Many brands fight for space on British supermarket shelves. One American chip brand broke the mould, borrowing from drop culture to create their launch for mainstream audiences.
Context
Despite its popularity in North America, Mexican snack brand Takis has remained mostly elusive in the UK, where it’s hard to find outside of the odd corner shop.
Objectives
- Drive sales in the first month of Takis being on UK supermarket shelves
- Get people thinking that Takis are the newest, latest, greatest, coolest thing to come from America
Strategy
Takis wanted their supermarket launch to drop with some hype. So they borrowed from the drop culture trend. Takis and Aldi collaborated on a series of eye-catching Drop Code fly posters adorned with enigmatic ciphers. Once cracked, the codes revealed the location and date of the Takis ‘drop’ – in this case, a nearby Aldi. Codes were also hidden in Spotify playlists, where a message was hidden in the song titles.
The work
