Ro*Tel is a distinctive blend of vine ripened tomatoes, green chilies and spices created in Texas almost 70 years ago. It is beloved in the South and Southwest as an ingredient of queso dip. Our goal was understand core enthusiasts’ experiences, perceptions and feelings so we could bring them to life for expansion to new geographies. After learning its functional, sensorial, and emotional drivers, we transitioned the brand story from “fresh, tasty, spicy flair” to a Tex-Mex vocabulary. The new nomenclature evoked the essence of “Fiesta,” reinforcing Ro*Tel’s usage during celebratory occasions like parties and ballgames.