Takis, the “Doritos of Mexico,” got teens to finally notice the brand after a year of lacklustre sales with an anti-marketing campaign. To boost sales, it used a teaching method that’s popular among parents – reverse pyschology – knowing that if you want a teen to do something, just tell them that they can’t do it.

The “Don’t Eat Takis” campaign, by Cossette, hid the brand and its product by blacking out the logo and its packaging. It even set the brand’s Instagram page to private. And a website was also created to tell kids why they shouldn’t eat Takis, while influencers pooh-poohed the chips on social.

The non-campaign was a #fail, which means it was actually a #winner, taking home two Bronzes, one for Challenger Strategy and one for Launch Strategy. Takis played up its challenger role and claimed the #2 spot (next to Doritos) in the category. And teens were 20% more aware of the brand while sales jumped 35%.