CHALLENGE. Tajín has two different targets in the USA who vary in familiarity with the brand. For the Hispanic consumer, it is a lifelong companion, while the General Market is still on a discovery face. How do you talk to both targets in a relevant way?
SOLUTION. A consumer insight provided the answer: Both targets enjoy food in a unique way.
So, we tailor-made each audience approach. Under the umbrella concept of "Tajín as Unique as you," we showcase authentic characters of each market and the unique way they enjoy Tajín, making each audience feel seen, heard, and represented.
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