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PepsiCo snack brand Ruffles’ TV campaign in Mexico helped to showcase men as most attractive when they’re confidently and openly being themselves.

Developed with New Macho, the male marketing specialist division within U.K.-based agency BBD Perfect Storm, the campaign “Libra tu Sabor”— ”Unleash Your Flavor”— redefined the portrayal of men within one of PepsiCo’s largest marketplaces.

We did it through the eyes of Fernando, a quirky guy with the inner confidence to unleash his flavour.

The campaign, which ran for six months, was devised following research commissioned by PepsiCo to understand how men in Mexico cope when faced with the expectations of society.