Understanding brand equity: Frito-Lay taps into the emotions of American snackers

This event report describes how Frito-Lay, the snack manufacturer owned by PepsiCo, is trying to combine rational and emotional advertising messages.

Understanding brand equity: Frito-Lay taps into the 'emotions' of American snackers

Geoffrey PrecourtWarc

Just a week before PepsiCo's Frito-Lay division startled the entire snacks ecosystem with the introduction of a milk-chocolate-covered Lay's potato chip, Mike Quintana, director strategic insights global brands, offered some insight on the brand's competitive advantage: "The three things that people tell us are most important about that brand is how light, how airy, and how crispy it is," Quintana volunteered at a "Meaningful Brand" break-out session at The Market Research Event (TMRE) – a conference run by the Institute for International Research and held in...

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