Wall Lickers

When Zapps Chips was founded in 1985, the chips were forged in a New Orleans based factory with authentic and flavorful Cajun spices by its founder Ron Zappe. Today, none of that is true. The factory’s closed. The chips are blander. Zappe’s dead. Time has pulled the punch of this once spicy chip. But boldness never truly dies.

We thought about how we could get everyday people to be bolder and more adventurous. So, we threw everything we had against the wall.

The Dare:

We brought our wall to the Caesars Superdome and set it up outside a New Orleans Saints game. We challenged people to do one thing: lick two sides of the same wall.

One from 1985. One from 2025.

The Reveal:

All those bold enough to take part got a flavorful surprise: one side was was coated in the blander Zapps spices of today. The other side was coated in the authentic Zapps spices that Ron Zappe developed in 1985.

The Reward:

We gave back to these bold, brave, souls by showing a little boldness ourselves. Anyone who licked the wall was given a taste of 1985 in a bag. A new flavor featuring the authentic, bold, flavors of yesteryear: 1985: The Zappening.

For the less bold:

We also had something for the wall-phobic. Scratch and lick coupons were handed out. It wasn’t a wall but it was lickable nonetheless.

These coupons could be immediately redeemed at the wall-licking station for a bag of 1985: The Zappening.

Merch Drop:

Anyone who licked the wall, in any city, got a full Zapps swag bag including an authentic Ronald Zappe mustache.

If you didn’t lick the wall, you’re outta luck. So, get lickin’.

To make the conversation even bolder, we brought the wall to every New Orleans Saints game. Invading cities and testing the boldness of each local populace with #walllickers.

Art Director: Elizabeth Perez

Copywriter: Nick Pappas