Classic Merchandise, Modern Internet marketing With Frito-Lay

In a landscape wherever relevance, transparency and innovation are vital, corporate giants like PepsiCo and Frito-Lay are placing the customer at the heart of their functions. To delve into how this buyer-concentrated philosophy will take form, we sat down with Brett O’Brien, chief promoting officer at Frito-Lay North The usa. 

In today’s episode of The Velocity of Culture podcast, we sat down with O’Brien to take a look at his emphasis on transparency in the food stuff field, the power of sports activities in driving manufacturer recognition, and the value of expansion and buyer-centricity in advertising.

A driving pressure driving some of the world’s most iconic brands, O’Brien blends artwork, science and lifestyle to spark joy in individuals and reimagine the foreseeable future of food stuff. As the CMO of Frito-Lay North The usa, he designs the resounding results of legendary snack brand names like Lay’s, Cheetos and Doritos, with an unwavering concentration on intent, growth and innovation.

Earlier, O’Brien led PepsiCo’s Sports activities and Health division, handling a numerous portfolio of world-wide brand names these as Gatorade, Muscle Milk, Propel and Evolve. Furthermore, he led focused teams for Mountain Dew and Pepsi’s flavored soft drinks and energy brands, further solidifying his skills in the market.

O’Brien’s productive and artistic observe document has attained him honors like being named to Advertising and marketing Age’s 40 Below 40 in 2013, Electronic A-Listing in 2010, and Event Marketer’s 2011 Manufacturer X Award.

Check out the critical takeaways of this episode down below to learn about the part of modern internet marketing in the meals and sporting activities marketplace.

Highlights:

• 04:42 – 06:43: Sporting activities Advertising and Customer Knowledge — O’Brien highlights how Gatorade and Frito-Lay just about every approach advertising and marketing in a different way. At Gatorade, operation and general performance enhancement for athletes is the focus, even though Frito-Lay emphasizes fandom and psychological connections that people today have with the brand name. He underscores the importance of knowledge shopper activities and balancing time in between innovation, tracking efficiency and staying connected with client requires.
• 10:55 – 11:50 – Unveiling the True Food items Journey — O’Brien discusses his interest in the culinary and agricultural facets of Frito-Lay’s products and solutions. He clarifies the value of educating consumers about how their meals is designed and where it arrives from. This method not only features transparency but also generates a much better relationship with individuals.
• 12:14 – 14:24 – Evolving Model Storytelling — Frito-Lay adapts its brand storytelling tactic in response to altering media use behaviors. Alternatively than only focusing on traditional Tv adverts, Frito-Lay now sees functions like the Super Bowl as portion of a bigger narrative journey. By using assorted platforms and providing assorted engagement options, these as digital worlds and interactive encounters, the model assures its viewers is proficiently engaged pre- and publish-occasion. 
• 17:31 – 20:22 – Fueling Pleasure in the Earth Cup — Recognizing an prospect to interact and teach U.S. lovers about soccer, Frito-Lay leveraged the FIFA Globe Cup as a platform to generate excitement. They strategically positioned their merchandise at the center of this global event, concentrating not only on the men’s tournament in 2022 but also guaranteeing a major existence at the Women’s Planet Cup.