Challenge: Introduce Takis PIX to a puffed-snack category dominated by established favourites like Cheetos.

Insight: In a category focused on flavour, PIX’s texture gives it another way to stand out. Flavour is hard to demonstrate through a screen. Crunch isn’t.

Idea: King of Crunch. We equipped creators with Takis PIX and decibel meters to put its crunch to the test, turning snack reviews into ASMR content made to be shared.