As Unique As You
“As Unique As You” was a multi-platform campaign brought to life through two distinct TV spots — one for English-speaking audiences discovering Tajín for the first time, and another for Hispanic families who already see it as part of their culture.
I led the visual rollout of the campaign across digital platforms — designing assets for the website, social media, and TikTok. Each piece captured the brand’s warmth and energy, using bold visuals and inclusive messaging to celebrate the many ways people connect with flavor.
The English-language spot featured a diverse cast of characters, each experiencing Tajín in their own way — from first-timers to content creators sharing the flavor with their friends. Each persona was given a playful identity, like The Party Starter, The First Timer, The Vlogger, The Adventurer, and The Trendsetter — all playing a key role in spreading the love for Tajín. Every character was paired with a specific product (Clásico, Chamoy, or Mild Hot Sauce), highlighting different ways to enjoy the brand and making the experience both relatable and fun.
The Hispanic spot features a multigenerational family that is already familiar with Tajín — it’s seen not just as a product, but as a trusted friend and an integral part of their cultural identity. Each family member played a distinct role in the story, with characters that reflected the warmth and authenticity of Hispanic households. They were given fun, relatable names like La Jefa, La Bilingüe, La Influencer, El Salsero, and La Tía Cool — each representing a familiar figure we all recognize, and each bringing Tajín into everyday moments in their own way.
As part of the digital rollout, I also created a series of TikToks featuring the characters from both the English and Spanish spots. Each video was crafted to extend the life of the campaign by making these personas feel more familiar and relatable. Through short, engaging content, we brought them into everyday scenarios — helping users connect with the brand on a more personal and authentic level.
The campaign boosted brand recognition and interest significantly — increasing top-of-mind awareness by 30% and driving sales that surpassed expectations by more than 25%.