The Drum Awards Festival - Social Purpose

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Agency: Cossette
Date: Jul 2018
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As a new player in a fiercely competitive snack category, Takis has launched its very first Canada-wide campaign with a shocking message: 'Don't eat Takis'. The brand, which targets young adults, is using reverse psychology to make its mark.

It’s through the message 'Don't eat Takis' that the brand conveys each flavour’s unique characteristics—it’s too spicy (Takis Fuego), it’s too crunchy (Takis Xplosion), and it’s too intense (Takis Angry Burger).

Since the campaign launched, Takis has switched its Instagram page to private mode in an attempt to discourage users from following it. In three videos, Takis drives home its message when it surprises consumers who fail to heed its warnings. Rest assured that no one was harmed during the making of these videos. All “victims” walked away with smiles on their faces and a bag of Takis. The national offensive is being rolled out across several platforms, from out-of-home and posters in the public transit system, to an online component and social networks. Cossette also created the campaign website In the coming weeks, new content will be posted on social media thanks to partnerships with influencers from across Canada, such as Pyrobooby, Bongizzlez, Ryan Swaze and Lysandre Nadeau.


Advertiser: Canada Bread (Takis) – Heather Crees, Riona Coller, Stephanie Bell, Neha Pal

Agency: Cossette

Strategy: Michel-Alex Lessard, Mikael Lebleu

Creative: Anne-Claude Chénier, Ben Duquette, Cameron Hudson, David Théroux, Patrick Michaud

Digital: Belinda Potvin, David Fréchette, Kimberley Neill, Luc Mercier, Salima Lhessani, Sin Yi Ma, Sylvain Jacques

Product: Marie-Pier Kerr

Media agency: Spark Foundry

Produced by: 1One/Anthony Ayotte

Sound: Apollo

Public relations: Axelle Techer