As the creator of Tater Tots, Ore-Ida’s decades-long dominance was slipping due to copycat brands. To reclaim its cultural status and defend its market share, the brand capitalized on the 2024 20th anniversary of Napoleon Dynamite—the cult classic famous for Napoleon’s love of tots and the iconic line, "Gimme some of your tots!" Before a bully could crush them again, Ore-Ida seized the moment by introducing Tot-Protecting Pants, the ultimate solution for bully-resistant tot safety.