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»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 //
»
 

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