Pepsi Twist + Ruffles: When the Lemons Created a New Flavor
In Latin America, Pepsi Twist is represented by the iconic Lemons—quirky characters portrayed as Pepsi employees across campaigns and social media.
During the “Make Me a Flavor” campaign, Ruffles was set to launch a limited-edition lemon flavor. We saw an opportunity to connect two PepsiCo brands in a single storyline.
Instead of simply announcing a new product, we created a narrative told entirely on social media, where the Pepsi Twist Lemons accidentally became the “creators” of Ruffles Lemon.
The idea expanded into a mobile game in the Infinite Runner genre, where players guided the Lemons through the Ruffles Factory. To amplify engagement, YouTuber RezendeEvil showcased the Lemons’ adventures. The top 100 players received an exclusive box with an autographed certificate and the very first units of Ruffles Lemon.
Results
_ Reached 17 million people
_ Generated 900K reactions
_ Over 10K shares
_ 46K downloads of the game within two weeks
_ 96% positive comments
_ Due to the campaign’s success, Ruffles increased production, expanded distribution, and kept the flavor on shelves longer
My role: creative direction and content / concept_ Generated 900K reactions
_ Over 10K shares
_ 46K downloads of the game within two weeks
_ 96% positive comments
_ Due to the campaign’s success, Ruffles increased production, expanded distribution, and kept the flavor on shelves longer
