Thanks to the commercial character touting Old El Paso, the brand has piled up 34% of the total Mexican food market and a 55% share of dinner kits.
With $90 million in sales, Old El Paso is banking on the Nacho Man to produce bigger numbers and add to its share of the $545 million taco kit category.
The advertising highlights the fun nature of the Mexican food market and promotes a quick and easy idea of serving nachos, says Mr. Stickevers, business team leader, Old El Paso, who worked with agency Leo Burnett USA, Chicago, to develop the campaign.
The success of Nacho Man is leading Old El Paso to use him to promote a new product, One Skillet Dinners, in a $10 million advertising campaign.
Until now, the character has been used to spur sales of existing items-and not without honors, as the Nacho Man is a 1995 Effie award winner.
"The Nacho Man gives people specific ideas of how to use the One Skillet product, plus it shows them how easy it is to make at home," says Mr. Stickevers. "We view these as a quick and easy dinner alternate.
"This is the first time we have used the Nacho Man to hype a new product," he adds.
Old El Paso plans to use the Nacho Man across all products in the future.
"Those are excellent numbers," Mr. Stickevers says of Old El Paso's performance, "but we can do better."