Frito-Lay:
Rold Gold Diggers
Client: Frito-Lay
Role: Senior Creative Lead, Brand & Creative Strategy
Year: April 2024
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.
