Frito-Lay was losing its Latin consumers and market share to other authentic salty snack brands. It needed Product Innovation to attract different consumer segments.
Consumer's Personal Story:
Recent arrivals, foreign-born (Spanish preferred), native-born bilingual millennials looking for authentic salty snacks, primarily in C&G channels and Latin independent retail stores.
"I love to prepare my chips with Hot Sauce. I would like to find an option that offers this Perfect Mix"
Culturally Relevant Solutions:
Product line extension. Integrated marketing campaign. Instore communication and demos.
One of the most successful launches in FLNA history.