Doritos Case Study

The Challenge

PepsiCo's Frito Lay division was seeking to better understand the importance of Reach vs. Frequency in driving consumer purchase behavior so as to adjust and optimize media plans.

The Process

PepsiCo was my client at the firm Knowledge Networks (KN). KN had a unique set of assets that were at my disposal to help answer these key media planning questions including: (a) database of active frequent shopper data collected via loyalty cards with associated consumer emails and (b) a national panel of consumers who were web-enabled with Microsoft Web TV systems. I designed a system whereby we created and delivered a single, "incidental exposure" to Dorito's advertising and then measured the resulting sales impact among a matched sample of test/control buying groups. Key was that the ad which was used was known to be persuasive based on prior testing.

The Solution

A single, video ad exposure of a persuasive ad was verified to be enough to drive a statistically measurable impact in sales. I was awarded an "Innovation Award" by Frito-Lay for this work which was then incorporated into PepsiCo media planning models

Website

https://www.doritos.com

Skills Used

Branding,Marketing Strategy,Branding,CRO

Industry

Food & Drink

Results by the numbers

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