Frito Lay

CHALLENGE:

Frito-Lay was losing its Latin consumers and market share to other authentic salty snack brands. It needed Product Innovation to attract different consumer segments.

CONSUMER'S PERSONAL STORY:

Recent arrivals, foreign-born (Spanish preferred), native-born bilingual millennials looking for authentic salty snacks, primarily in C&G channels and Latin independent retail stores.

CULTURAL TRIGGER:

"I love to prepare my chips with Hot Sauce. I would like to find an option that offers this Perfect Mix."

CULTURALLY RELEVANT SOLUTIONS:

Product line extension. Integrated marketing campaign. In-store communication and demos.

RESULT

One of the most successful launches in FLNA history.

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