Napoleon Dynamite x Ore-ida
Tot-Protecting Pants
As the original inventor of Tater Tots, Ore-Ida was once the sole proprietor of this iconic American snack food, a category it dominated for decades. But as copy-tots flooded the market, its stronghold weakened. It was time for the brand to reclaim its cultural status and once again become synonymous with deliciously fluffy-on-the-inside, crispy potato nuggets.
The perfect opportunity to defend our bruised market share presented itself in 2024 when film fans geared up to celebrate the 20th anniversary of Napoleon Dynamite, the cult classic about an awkward teen with flippin’ sweet dance moves and an undying love for Tater Tots. Fans still quote the unforgettable moment when Napoleon’s pocketful of Tots was cruelly crushed by his bully, Randy: “Napoleon, gimme some of your tots!” —Randy.
So when the iconic tot-crushing incident turned 20, we seized the moment by introducing Tot-Protecting Pants—the ultimate solution for bully-resistant tot safety.
Featured in COMPLEX, People, Ad Age, Daily Mail and many more sweet publications.
Copywriter: Suzie Teddi Charles
CD: Gira Moin & Andrew Bernardi