Ruffles potato chips have long been the solution to one of the greatest problems guys face — as in, why can’t there be a chip that holds more dip, packs more flavor, and has more crunch? Given the brand’s role in solving this important age-old dilemma, Ruffles is now embarking on a mission to shine a spotlight on other ridiculous “problems that aren’t really problems” with a new digital marketing campaign known simply as #RoughLife.
Whether it’s having their potato chips break in a thick dip, or their friend block the television during the biggest play of the game, the Ruffles brand is here for its fans, eager to lend those in need a helping hand.
Celebrating its role as the star player (and snack of choice) for any football gathering, the Ruffles brand will kick off its #RoughLife campaign by asking people to Tweet their trivial problems using the hashtag #RoughLife for a chance to win NFL-related prizes. From now through the start of the 2014 NFL Draft on Thursday, May 8, the Ruffles brand will follow #RoughLife Tweets, selecting 150 winners who will earn NFLShop.com gift cards. “Problems” can range from their favorite drink not being a twist off, to being out of town when their favorite NFL team hosts one of its biggest rivals. People can visit here for more details and official rules.
The Ruffles brand has enlisted the support of newly appointed New York Jets wide receiver, Eric Decker, who stars in a digital short, released today, that features Decker helping a guy through his own #RoughLife moment – having planned an unforgettable date night on the same night as the NFL Draft. Decker’s recent experience — moving from a franchise where he was already well-established, to a team in one of the most exciting cities in the world — is in itself a #RoughLife experience that has cemented Decker’s role as a relatable expert who can help people face their own #RoughLife moments.
“When I first signed with my new team, I thought about how I was going to have to move my family across the country, join a new team environment, and build new relationships. But then I realized — ‘this isn’t really a problem — I’m going to play for a great organization in the greatest city,'” said Decker who was drafted to the NFL in 2010.
“The Ruffles brand has long prided itself in being a solution to a major problem our fans face — needing a sturdier chip to withstand the pressure of their thick dip. Now we’re bringing to light the multitude of other ‘problems’ our fans deal with on a daily basis, offering a platform for them to voice their quote-unquote rough stories,” said Christina Menendez, senior director of marketing, Frito-Lay. “The #RoughLife campaign celebrates the absurd and hilarious nature of consumers’ trivial problems that have permeated pop-culture in recent years.”
While #RoughLife launches leading up to the NFL Draft, the campaign will continue to live throughout the year on the Ruffles Facebook and Twitter pages. This includes the introduction of more #RoughLife digital content and opportunities for people to share their #RoughLife moments.