Increase Ruffles’ brand engagement amongst male Millennial chip eaters.


  • Social listening research showed that our target audience (Millennial males) use the internet to vent about their “first world problems” in a humorous way.
  • Behavioral data showed Millennial males spend the majority of their time on digital platforms and frequently engage with sports content.
  • Belief and survey research revealed Millennials respond more positively to brands that speak to them like people, instead of customers.


By pairing humor and sports, we could tap into the Millennial male psyche, speak to our audience as “one of the guys,” and boost engagement amongst our target audience.


We developed a campaign called #RoughLife. The campaign focused on humorous “first world problems,” many of which could be solved by Ruffles. We matched the campaign with original content-–from animated shorts to live videos and digital ads—using former NY Jets wide receiver, Eric Decker, to extend the reach of our content to sports fans.

With behavioral research revealing that the majority of the Millennial male audience was online, we distributed the campaign solely through digital platforms where Millennial males already were. These included popular social media and comedy websites like CollegeHumor.


1300% lift in total brand engagement.

Increased sales 8% in a year that projected flat sales at best.

121% lift in general brand mentions of Ruffles across social platforms.