Lay's reimagines marketing the chip
Geoffrey PrecourtWarc
The best-practice messages from 21st-century marketers are a constant drumbeat, articulated as some variation on "Test and learn", "Iterate, iterate, iterate" or "Don't be afraid to fail."
But what does a lucky brand steward do when they get it right from the get-go?
Bart LaCount is a marketing director for Frito-Lay North America, a division of PepsiCo, where he is responsible for leading the Lay's brand – the largest snack brand in the world.
In that capacity, he is charged with oversight of the globally renowned "Do Us a Flavor"...