How Frito-Lay remained digital-first – even with two Super Bowl spots

Frito-Lay, a unit of PepsiCo, successfully applied a digital wrap-around strategy to the launch of its new Doritos Blaze snack chips during the 2018 Super Bowl.

During the 2018 Super Bowl, Doritos – a chip brand owned by Frito-Lay, a subsidiary of PepsiCo – took advantage of advertising’s most powerful platform to launch its newest flavor.

And, befitting the drama of the day, it introduced Doritos Blaze with back-to-back ads featuring actors Peter Dinklage and Morgan Freeman facing off in “an epic rap battle.”

A product launch on the grandest piece of television programming might seem like the definition of old-school marketing. But digital channels were central to the campaign, Ryan Matiyow, Frito-Lay’s senior director/marketing for North America, told delegates at the Association of National Advertisers’...

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