Tajín Twist was a limited-edition seasoning launched exclusively in California in 2023. Designed to appeal to a younger audience (ages 13–25), the campaign introduced a sweeter variation of Tajín’s iconic flavor through a multi-channel experiential marketing campaign combining physical activations and digital engagement.
Challenge: Launch a new product extension while maintaining Tajín’s recognizable brand identity and attracting a younger, digitally native audience. The campaign needed to create excitement before and during the launch while remaining adaptable across experiential, digital, and retail marketing channels.
Results and Impact: The rollout successfully converted a localized test into a cultural moment, driving a 45% boost in youth brand affinity and a complete sell-out with a 94% retail sell-through rate. Fueled by a custom Snapchat filter that inspired over 1.2M organic impressions and 85,000+ user interactions, the campaign proved that heritage brands can successfully scale modern engagement through interactive digital tools.
Client: Tajín
Deliverables:
- Out-of-home media (OOH) banners and environmental graphics
- Promotional assets for the branded experiential truck
- Social media campaign assets
- Website graphics and digital launch materials
- Campaign adaptations across multiple customer touchpoints
- Promotional assets for the branded experiential truck
- Social media campaign assets
- Website graphics and digital launch materials
- Campaign adaptations across multiple customer touchpoints
Year: 2023
Role:
•Campaign Design • Art Direction • Digital Design • OOH Design • Production-Ready Artwork • Unified Assets
Building on Tajín's established equity, the creative direction leans into a vibrant, youthful energy tailored for Gen Z. The palette embraces the new flavor's identity with electric purples and pinks, bringing a fresh twist to the classic brand. To make the product pop, 3D product renders place Tajín Twist over unexpected pairings like popcorn, mandarins, and lollipops, while 3D hands and fine powder confetti create a layered, playful depth that feels celebratory and alive. Through dynamic compositions and tactile depth, every asset balances heritage with a fun, modern edge.
Instagram Post
The Digital Ecosystem: Consistent Touchpoints
To drive awareness and keep the momentum going, the campaign rolled out across a cohesive digital ecosystem-including targeted social media posts, eye-catching website banners, and engaging newsletters. Every touchpoint maintained strict color coherence with the new purple and pink palette, ensuring that whether a user encountered the brand in their inbox, scrolling through social feeds, or landing on the site, the visual experience remained vibrant, unified, and instantly recognizable.
Instagram Post
Instagram Post
Hero Banner
Interactive Digital Touchpoints: Newsletters & Snapchat Filters
To directly engage the Gen Z audience, the campaign deployed custom Snapchat filters alongside a targeted newsletter series. The interactive filters allowed users to play with 3D elements and playful effects, turning followers into active participants. Meanwhile, the newsletter delivered vibrant, visually cohesive updates straight to their inboxes-keeping the community excited, informed, and deeply connected to the launch.
Email newsletter
Out-of-Home Impact: Rolling Billboards
Taking the campaign to the streets, out-of-home activations transformed city transit with vibrant, hard-to-miss truck banners. These mobile billboards brought the striking purple and pink palette directly into urban spaces, capturing attention on the move and driving high-impact visibility across California.
Custom banner on fleet truck
Side banner application
