Best Snacks on Earth

Despite historically dominating the snack category, Frito-Lay faced rapidly changing American attitudes towards health and eating.

Best Snacks on Earth


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...

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