Frito-Lay's key to sponsorship: consumer-focused partnerships

This report covers the address of Rudy Wilson, Vice-President Marketing for Frito-Lay North America, to the "IEG Return on Engagement: Sponsorship’s Impact on Business" conference in Chicago.

Frito-Lay's Key to Sponsorship: Consumer-Focused Partnerships

Geoffrey Precourt Warc

Frito-Lay North America has been both the darling of marketers and the bane of any number of agencies' existence. For four years, its Doritos tortilla chips brand's 'Crash the Super Bowl' - a program that has sought consumer-generated content to use as ads - has landed the brand in the list of the five most popular Super Bowl spots. And this year, a 'Pug Attack' Doritos spot topped USA Today's Super Bowl Ad Meter ratings.

"When it comes to Frito-Lay and [parent] PepsiCo, we never talk about an 'advertising...

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