Outshine Snacks x Tajín
A social listening insight became a brand collaboration estimated to generate over $1M in its first year and still on shelves six years later. The story of how community observation became product strategy.
MY ROLE
Community Manager, Outshine — Social Listening, Insight, Pitch
PARTNERS
PLATFORM
Instagram, X (Twitter) Organic
OUTCOME
Blueprint for national "Meet the Authenticator" campaign, later expanded to global markets including Australia and the UK
$1M+
Higher brand lift than North America benchmark
4.8% lift vs. 1.1% benchmark
6yrs
Total campaign impressions across paid social
0
Total thru plays at $0.04 cost per thru play
1
Agency or production budget — produced internally
THE PROBLEM
Nobody told consumers to do this. They just did it.
As community manager on Outshine, part of my job was simply paying attention, reading comments, watching what people posted, noticing patterns nobody had asked about. Over time, a pattern emerged that wasn't part of any brief: a meaningful volume of Hispanic and Latinx consumers were posting photos of themselves eating Outshine fruit bars with Tajín, the chili-lime seasoning, sprinkled on top.
This wasn't a campaign. Nobody at Outshine or Tajín had suggested it. It was an organic, repeated consumer behavior that revealed something real: a cultural pairing that already existed in people's kitchens, waiting for a brand to notice.
THE PARTNER
I didn't wait for a brief. I started the conversation myself.
Rather than just flagging the pattern in a report, I initiated a public interaction with Tajín's brand account on Twitter, floating the idea of a collaboration directly and publicly. It was a small, low-risk way to test whether there was real appetite, both from Tajín and from the audience, before asking my team to invest any resources.
With the public interaction as proof of mutual interest and a growing body of organic consumer content as evidence, I packaged the insight, the engagement data, and a partnership proposal and brought it to the Outshine marketing team.
The job isn't just to listen to what consumers say. It's to notice what they're already doing and have the conviction to act on it before anyone asks you to.
THE EXECUTION
Leadership pursued it. The product still exists.
Brand leadership took the proposal forward, and Outshine and Tajín formalized a co-branded product collaboration. The product launched in 2020 and, as of 2026, is still on shelves, a six-year run that's rare for any limited collaboration in the snack category.
An estimated $1M+ in first-year sales.
The co-branded product was estimated to generate over $1 million in sales in its first year alone. A consumer insight that cost nothing to generate, surfaced through attentive community listening rather than research spend, became a meaningful revenue line and a six-year product partnership.
THE RESULTS
The audience that started it kept showing up for it.
Positive reception continued well after launch, with consumers in the Hispanic market organically celebrating the collaboration as a brand that finally saw and reflected their own kitchen creativity back to them.
