Fritolay PepsiCo: 18th zone embassy

This case study describes how Fritolay PepsiCo in Guatemala defended its most popular snack brand, Tortrix, against newer, cooler competitors.

Fritolay PepsiCo: 18th zone embassy

BBDO Guatemala

What were the objectives for the creative work?

Tortrix, Guatemala's most popular snack brand, has a trajectory of over 50 years1 and many generations of Guatemalans consider it an important part of their national identity, especially the popular segment.