Frito Lay

CHALLENGE:

Frito-Lay needed a Challenger Product to overcome Market Share Increases from competitors.

CONSUMER'S PERSONAL STORY:

First- and Second-Generation Hispanics.

CULTURAL TRIGGER:

"My snacks need to have an enticing combination of heat, authenticity, and flavor."

CULTURALLY RELEVANT SOLUTIONS:

Integrated Marketing Campaign, Product Innovation, POS.

RESULT

Increase in Market Share with Mexican-American Consumers.

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