PepsiCo

Challenge:

When you own about seventy percent of the salty snack market, where do you go for growth? Frito-Lay asked our Managing Directors to help them realize growth opportunities by creating new usage occasions.

Approach:

It was clear that existing chip packaging did not perform well outside the home. We identified Innovation Platforms such as crushproof portability, easy sharing, clean eating and the elusive "cool factor." The time had come to change the rules in snack packaging. Our concept development effort focused on delivering functional on-the-go benefits, compelling aesthetics and integrated branding with real "badge value."

Results:

Our work launched Go-Snacks, making every other snack looked dated. Now, snacking is cup holder and backpack friendly, with engaging ways to pour, share and reseal. In evidence of it's success, Frito-Lay's sister company, Quaker Oats, has borrowed the container for their own brand of snacks.

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