Frito-Lay: “Only in a Woman's World”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): February 2009 – June 2009.
Start of Advertising/Communication Effort: February 7 2009.
Base Period for Comparison: January 2008 – June 2008.

a) Synopsis of the Case

It's a marketing truism that women are the most important consumers. And of course, this is especially true when it comes to shopping for food. So when Frito-Lay found that women were increasingly avoiding the chip aisle – which Frito-Lay dominates – we faced a serious challenge. We had to give women a reason to come back. The reality is, however, that women had been duped for years with overpromises of “made for you” messaging, and with broken promises of “low calorie snacks you'll crave.”