São Paulo, December 2025 — “Who turned milk into cheese?” “What if I ate dessert before dinner?” “Would RUFFLES® with chocolate taste good?” At least once in their lives, everyone has had one of these “Random Thoughts.” The country’s leading potato chips brand* turned this everyday habit into a concept that reinforces its positioning. Born on social media, the RUFFLES® campaign tracks audience interactions in real time. It was sparked by a comment from influencer Larissa Gloor, which inspired the brand to playfully bring random thoughts from the feed to the streets of São Paulo and Rio de Janeiro.
Created and developed by Bakery by Ampfy, the campaign has been building genuine connections and humorous identification with audiences over recent months. More recently, it pushed the boundaries of reality by drawing on the influencer’s comment to amplify the launch of RUFFLES® Mexican Chili flavor, which hit the national market in July 2025.
According to Larissa, chili pepper seeds resemble the shape of potato chips. Giving voice to yet another random thought, the brand hired a craftsman to literally get hands-on: large clay peppers were produced, and potato chips were 3D-printed to simulate the seeds. The visual impact is real—it looks like artificial intelligence when you see the surreal images, but everything is tangible. These real objects were used in a photo shoot with artisan Hugo Miguel and photographer Nano Cunha, taking a campaign born on social media into OOH placements across the cities. A video case documents the activation.
To amplify the initiative, the pieces ran on OOH in São Paulo and Rio de Janeiro, where the influencer personally revealed the outcome of her random thoughts: surreal, curious clocks and billboards. The action also generated fun social content, showing that sometimes a random thought can even become a brand activation. The “photo shoot” also appeared in the first printed edition of Capricho magazine since its official return, now back on newsstands in print.
“For us, this is a natural evolution of a campaign that was born from listening to—and connecting with—our audience from day one. The ‘Random Thoughts’ campaign thrives on spontaneity and digital culture, and by exploring Larissa Gloor’s comment about the Mexican Chili flavor, we show how closely we’re following the engagement of our consumers and brand fans,” says Bruno Macário, Marketing Director at PepsiCo Brazil.
The “Random Thoughts” campaign celebrates spontaneity and argues that even daily routines can make room for the unplanned. Playing with ideas like sneaking a sweet from the cake table before the candles are blown out—or even pairing fries with ice cream—the brand continues to encourage people to live beyond the expected script.
The concept stems from the “Viva essa Onda” (“Live Your Wave”) positioning launched in 2023 in partnership with Ampfy. Its purpose is to express the brand’s point of view and invite audiences to live life outside the expected script. The concept proposes that RUFFLES® inspire people to “ride their own wave” through actions that spark reflection in a light, playful way.
This and other campaign actions are also featured on the brand’s social channels @ruffles.oficial.
