Takis

Creators

Takis—the intense, boldly flavored snack that has taken the world by storm. When Barcel USA, a subsidiary of Grupo Bimbo, approached my agency, BuzzShift, for help, I knew we had a fantastic opportunity to make a significant impact. Here’s how my team and I took Takis to the next level and helped them dominate the snack industry.

The Challenge

When Takis came to us, they had a clear objective: grow their market share in the United States and refresh their social media presence. Despite their initial success, they needed a robust go-to-market strategy to propel further growth and capitalize on emerging trends, especially in a highly competitive snack industry. The brand sought to increase awareness, drive engagement, and boost sales—leveraging the viral sensation of the "Hot Cheetos and Takis" YouTube video.

Takis Go-To-Market Strategy

Crafting the Builder Strategy

Foundational Analysis

Our journey began with deep market research to understand consumer preferences, the competitive landscape, and potential growth areas. This analysis was crucial to identify key messaging themes and the best channels for engagement.

Strategic Development

  • Brand Positioning: We positioned Takis as the ultimate snack for thrill-seekers and flavor enthusiasts, emphasizing its bold and unique taste.
  • Website Optimization: We enhanced the website for better user experience, improved SEO performance, and easier access to product information.
  • Social Media Presence: Recognizing the power of social media, especially among teens, we developed a strong presence on Instagram and TikTok through engaging and interactive content.
  • Content Marketing: My team created compelling content highlighting Takis' boldness and uniqueness, aligning with the adventurous spirit of its target audience.

Implementing the Driver Strategy

Growth Analysis

Through our research, we identified high engagement rates on short-form video platforms and significant interest in influencer recommendations. The virality of the "Hot Cheetos and Takis" video underscored the importance of culturally relevant content.

Key Growth Drivers

  • Influencer Partnerships: We collaborated with popular influencers in the food and lifestyle niches to create authentic, engaging content, driving brand visibility and credibility. For new flavor launches, we strategically leaked products through influencers on Twitter, enhancing anticipation and excitement.
  • Social Media Optimization: After thorough experimentation, we discovered that the teen audience responded best to photos of the chips. Working closely with the community manager, I “drew” with and photographed the Takis for dozens of social posts, creating a pattern of Takis-related icons to serve as backgrounds for non-photography posts.
  • Event Marketing: We organized and promoted events allowing consumers to experience the brand firsthand, creating memorable, shareable moments.
  • Retail Expansion: We supported expansion into new retail locations with localized marketing efforts, ensuring broad product availability and visibility.

Execution and Results

Influencer Engagement

We designed and shipped custom boxes for new flavor launches to popular teens and celebrities, blending pre-existing branding with the new social media style. These influencers shared videos and photos of their unboxing, generating significant buzz and engagement.

Key Metrics

  • Brand Awareness: Increased by 50% within the target demographic.
  • Social Media Engagement: Grew by 200%.
  • Sales: Saw a 30% increase between 2015 and 2019.

In 2014, Barcel USA, the company that produces Takis, won Nielsen's U.S. Breakthrough Innovation Award for the snack line, highlighting the brand's success and market impact.

Reflecting on the Journey

Lessons Learned

Our work with Takis highlighted the effectiveness of leveraging user-generated content and influencer partnerships. Continuously engaging the audience through interactive campaigns proved crucial. The virality of the "Hot Cheetos and Takis" video demonstrated the power of culturally relevant content.

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Final Thoughts

Working with Takis was a thrilling ride. From building a solid foundational strategy to implementing key growth drivers, BuzzShift's collaboration with Takis is a testament to the power of innovative digital strategies and a deep understanding of the target audience.

Client Feedback: “Working with Cameron and his team at BuzzShift was a game-changer for Takis. Their innovative strategies and deep understanding of our target audience helped us achieve phenomenal growth.” – Team Takis

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