The life and times of the dip desperado

In the US, the number of people who bought Doritos and also the dips was 8 in 10. In the UK it was 1 in 10. How could we get that number up to 3? Introducing Esteban Ortega, the greatest Chip throwing champ who never lived. Esteban was such a success we actually moved the UK’s Dorito/Dip buying ratio to 5 in 10. He also won countless awards for us including D&AD Silver, One Show Gold and Cannes Gold. 

Role: CD