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Listening to Consumers to Stay Ahead of the Curve

By: Jennifer Saenz
Senior Vice President and Chief Marketing Officer

May 01, 2018

No matter where I go, I hear from many of you and about your love of snacks. Please keep doing it! We want to hear your favorite flavors and how Frito-Lay can better serve you. Because, after all, your voice – the consumer voice – is very important to us.

One particular love we see is for two of our iconic PepsiCo brands – Mountain Dew and Doritos.

Did you know Mountain Dew and Doritos are more often purchased together than peanut butter and jelly? We’ve married the two in campaigns in the past as they both have a very similar, passionate group of fans.

While the two have shown up together in the gaming space, never before had they joined up on a national stage. That changed this year when we debuted a joint, 60-second ad during the biggest football weekend of the year to introduce two new products, Doritos Blaze and MTN DEW ICE.

Doritos Blaze, a bold new flavor that brings the heat, and MTN DEW ICE, a clear, refreshing lemon-lime flavored DEW felt like a natural fit, but what was even better is pairing the two brands with celebrity personalities like Peter Dinklage and Morgan Freeman dueling in an epic rap. To top it off? Busta Rhymes and Missy Elliott helping Peter and Morgan hone their rap skills.

After months in the making, we mapped out how this story would come to life before, during and after the game centered around the consumer experience. And, while the ad has already aired at the Super Bowl, you can still use the Snapchat filter where you could pick a side in the lip sync rap battle – and even take shot at rapping yourself.

Creating a conversation around two new products through the Doritos and DEW partnership helped us stay connected to consumer needs in a fun, yet somewhat unexpected way. That made it a success in our book.

Only time will tell where our next experiment will take us, and we look forward to having you along for the ride!


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