»Frito Lay

As CPGs Go Direct-To-Consumer, It’s Changing Their Data Strategy

Consumer packaged goods companies are going direct-to-consumer, spurred by a desire for greater data governance and less reliance on third-party retailers. As a result, the principles behind shopper marketing, which traditionally centers on in-store promotions, are blurring with brand marketing, which focuses on building brand affinity. “We’ve seen shopper marketing move from this singular approach... Continue reading »

by Kelly Liyakasa // August 23rd, 2016 //

»

How Frito-Lay Levels The Playing Field Between TV, Digital And Offline For NFL Promos

Frito-Lay, the $14 billion chip-and-dip division of PepsiCo, wants to engineer 360-degree marketing programs. Ram Krishnan, CMO of Frito-Lay North America, recently outlined a 70-20-10 plan, which will enable it to do so. The brand will allocate 70% of its resources to proven methodologies, 20% to partners who prove value (Krishnan called it “validated risk”)... Continue reading »

by Kelly Liyakasa // November 6th, 2015 //

»

Popular today on AdExchanger

Popular

Today Week Month All

What Pubs And Ad Tech Really Think Of Google's 'Project Bernanke'
Confused About Identity? This List of 80 Identity Partners May (Or May Not) Help
We Need To Talk About First-Party Data – Because It Doesn't Belong To You
Facebook Analytics Will Shut Down On June 30 – Here’s Why That Is (And Isn’t) A Big Deal
Influential W3C Working Group Calls Privacy Sandbox Proposal ‘Harmful'

Privacy Policy //
Subscribe //
Advertise //
Contact Us //
Diversity Inclusion & Equity