Frito-Lay


Lynx provided Frito-Lay with one of the single most successful new product introductions in Frito-Lay history.

The problem

Frito-Lay was launching their line of Hispanic-oriented snacks. They had a strong media plan of TV and radio into Hispanic markets, such as Los Angeles, Chicago, New York, areas of Texas and Florida. There was no plan to add an in-store component. Lynx Hispanic Marketing filled out their campaign with a full hand-to-hand combat approach. As part of the in-store component, Lynx engaged the Frito-Lay outside sales force, the retailer, and the consumer.

Key components of the campaign:

  1. Developed and administrated a communications network from their Brand Managers to their outside sales force, enlisting them to be the “boots-on-the-ground” to sell the programs into the retailers.
  2. Create in-store display in Spanish, sampling programs during high traffic periods, and sell-through reporting.
  3. Gift-with-purchase collector’s poster featuring famous Hispanic TV stars from Mexico.
  4. Coordinated media schedule to coincide with timing of sampling weekends.

The results

The result was one of the single most successful new product introductions in Frito-Lay history. They achieved 100% distribution of the product in Hispanic grocery stores. Both small stores and major chains participated in the campaign. This demonstrated the ability to create sales lift through ethnic targeted campaigns. The communications network developed remained in place after the campaign, and helped continue the momentum in the Hispanic market stores. It also helped in market share with other Frito-Lay products.