Best Snacks on Earth
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | January 2008–April 2008 |
Start of Advertising/Communication Effort: | January 1,2008 |
Base Period for Comparison: | Calendar 2007 |
a) Introduction
Frito-Lay has an impressive stable of mega-brands such as Lay's, Doritos, Cheetos and SunChips. But one brand they had never focused on building was Frito-Lay itself. This is the story of a company facing up to shifting market realities, rethinking how to market their portfolio, turning a parent brand from a corporate trademark into a consumer trustmark, and successfully fighting a growing tide of negative perceptions. It is also the story of...