Frito-Lay executives Christina Menendez, Pam Forbus and Christine Kalvenes conducted extensive research on men in order to retarget the marketing for Ruffles potato chips, which had previously been aimed toward families. One result of the research is a new "Ruff McThickridge" character, a 1970s-era parody, who says "Things are about to get Ruff" in the first spot featuring the character.

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