Frito-Lay Gives Women a World of Their Own

March 4, 2009

New Products and Multimedia Campaign Part of Comprehensive Approach to Reaching Women


PLANO, Texas - Welcome to “Only in a Woman’s World” – where women can feel supported in their feelings about diets, beauty, snacking, exercise and body confidence. Marking the launch of Frito-Lay’s first comprehensive effort to reach women and grounded in the spirit of sisterhood, “Only in a Woman’s World” explores what’s top of mind with women today through light-hearted, comical videos, comic strips and interactive online content. Through its multimedia campaign, Frito-Lay is rolling out a portfolio of products developed specifically with women in mind.

Addressing Snacking Needs

Women often struggle between choosing indulgent, great-tasting snacks and snacks that are better-for-her.  Frito-Lay’s portfolio of products gives women both.

“It may sound cliché, but women are different. Science tells us women’s brains are uniquely wired,” said Becky Frankiewicz, vice president, portfolio marketing, Frito-Lay North America. “‘Only in a Woman’s World’ humorously addresses and even celebrates the universal conflicts women feel.  At least when it comes to snacking, we want women to know that they don’t have to compromise – they can have their snacks and eat them, too.”

SmartFood brand popcorn clusters are a no-compromise snack with 120 or fewer calories, 2 grams of fat or less per one-ounce serving and are also an excellent source of fiber and calcium. New Baked! Lay’s Southwestern Ranch and Flat Earth Spicy Salsa use innovative technology to bake spices or dried vegetables into each crisp, which delivers great flavor without increasing fat content. For those women who love Frito-Lay’s most popular brands, Fritos corn chips will now be available in 100-calorie packages.

About the Campaign

The “Only in a Woman’s World” campaign features four friends – Nikki, Anna, Cheryl and Maya – who humorously experience the “that’s so true moments” all women can relate to. Women can follow the friends’ adventures through comic strips, short webisodes, interactive online games and sharable e-cards, as well as traditional print and television advertisements.

The content is housed on the “Only in a Woman’s World” website (http://www.awomansworld.com/). Frito-Lay also partnered with Glam Media, the leading female blogger content site, to create a dialogue with real women about their everyday challenges and to give them a place where they can go to unwind and connect with friends.

“Our efforts to connect with women are holistic – from the products we develop, to the packaging, to where women find them in-store, and to the way we talk about the products,” explains Gannon Jones, vice president, marketing, Frito-Lay North America. “We are developing a dialogue with women about relevant issues. Not just on food guilt, but topics like beauty, exercise and self esteem to show women they are not alone in these feelings and we can be okay with them.”

Getting A New Look

Frito-Lay also considered how women would prefer their snacks be packaged. SmartFood popcorn clusters and 100 Calorie Mini Bites provide women the convenience they want, as well as help with portion control.  SmartFood popcorn cluster come in a box with five single-serving pouches perfectly sized for carrying in a purse and the box is designed for easy access during pantry storage.

Packaging of Frito-Lay’s Baked! snacks, Flat Earth baked veggie crisps and 100 Calorie packs were redesigned to help women more easily identify products in the aisle and better illustrate the product they will find when they open a bag.

In addition, Frito-Lay is redesigning the snack aisle to make shopping easier. If women go down the snack aisle, they are typically shopping for someone else.  Frito-Lay is revamping the start of the aisle to feature the products geared specifically for her. Products will be found in the center of the aisle in traditional stores, and closer to the end of the aisle in stores that are more health oriented. The redesign is about helping women see that there is something for them in the chip aisle.

A Collaborative Effort

The campaign is being launched with the support of multiple marketing partners: Juniper Park (advertising), Hornall Anderson (packaging), OMD (media buying), Saatchi & Saatchi X and The Marketing Arm (in-store), Ketchum (public relations) and the Zocalo Group (word of mouth).

Frito-Lay North America is the $11 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, N.Y. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.  Learn more about Frito-Lay at the corporate Web site, www.fritolay.com, and the Snack Chat blog, www.snacks.com.