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,...