FRITO - LAY : ROLD GOLD DIGGERS
APRIL 2024
PROJECT: High Dive set out to create mouth-watering, bite-size content for Frito - Lay’s ROLD GOLD line, pulling from consumer research and audience insight to further crystallize the ROLD GOLD consumer.
ROLD GOLD had a problem— while they dominate brand recall in the pretzel category, they lack the market share that should come with it. In response, High Dive put their strategy caps on to find new ways to connect with consumers, new and old— or as they like to call them, Rold Gold Diggers.
ROLE: Creative strategist & consultant, providing social and cultural research and implications in relation to shoot production, script and copywriting and overall campaign sentiment.