DETONATION OF
THE REVOLUTION
Detonate Your Senses!
SPOT PITCH
The scene opens with a close-up of a young millennial’s eye. As we pull back, his entire face and surroundings come into view. He’s walking down a dreary street on a gloomy, rainy, and generally dismal day. Everything around him is devoid of color, energy, and life. It’s an uninspiring and sad scene.
As he continues walking, he reaches into his bag of Dinamita chips and opens it. A loud “POP!” erupts, causing him to peek inside and investigate. He grabs a Dinamita and chews—BANG! Suddenly, his surroundings transform. Now, his world is filled with vibrant colors, captivating sounds, and delightful flavors. The streets hum with energy, stop signs glow a fiery, pepper red, and the once-overcast sky is cloudless and blue for miles. From toddlers to the elderly, everyone is salsa dancing in the street—the infectious energy is contagious.
The millennial’s face lights up with a wide smile. His senses are overwhelmed in the most wonderful way. He looks down into his bag and then gazes up into the breathtaking, azure sky.
A close-up of his eye again, but this time, his pupil has taken the shape of a Dinamita.
Drawing inspiration from what is considered Latin street art, a new wave of old-style street art is making a comeback across the Caribbean and Central/South America. This art style draws inspiration from ‘60s American-style pop art and features large, gritty images that depict culturally relevant topics. We can also draw from this inherently Latin artistry to create our own campaign by showcasing familiar taste appeal and culture.
This idea also leads to some really cool street marketing ideas. For example, we could pin the three flavor SKUs against each other to see which one wins the revolution.
