Welcome to 'Only in a Woman's World' - area women can feel accurate in their animosity about diets, beauty, snacking, exercise and anatomy confidence. Marking the barrage of Frito-Lay's aboriginal absolute accomplishment to ability women and ashore in the spirit of sisterhood, 'Only in a Woman's World' explores what's top of apperception with women today through light-hearted, absurd videos, banana strips and alternate online content. Through its multimedia campaign, Frito-Lay is rolling out a portfolio of articles developed accurately with women in mind. It may complete cliché, but women are different. Science tells us women's accuracy are abnormally wired 'Only in a Woman's World' humorously addresses and even celebrates the accepted conflicts women feel. At atomic if it comes to snacking, we ambition women to apperceive that they don't accept to accommodation - they can accept their candy and eat them, too. Our efforts to affix with women are holistic - from the articles we develop, to the packaging, to area women acquisition them in-store, and to the way we allocution about the products We are developing a chat with women about accordant issues. Not just on aliment guilt, but capacity like beauty, exercise and cocky admire to appearance women they are not abandoned in these animosity and they can be accept with them.
Plano, TX -- Welcome to 'Only in a Woman's World' - area women can feel accurate in their animosity about diets, beauty, snacking, exercise and anatomy confidence. Marking the barrage of Frito-Lay's aboriginal absolute accomplishment to ability women and ashore in the spirit of sisterhood, 'Only in a Woman's World' explores what's top of apperception with women today through light-hearted, absurd videos, banana strips and alternate online content. Through its multimedia campaign, Frito-Lay is rolling out a portfolio of articles developed accurately with women in mind.
Addressing Snacking Needs
Women generally attempt amid allotment indulgent, great-tasting candy and candy that are better-for-her. Frito-Lay's portfolio of articles gives women both.
"It may complete cliché, but women are different. Science tells us women's accuracy are abnormally wired," said Becky Frankiewicz, carnality president, portfolio marketing, Frito-Lay North America. "'Only in a Woman's World' humorously addresses and even celebrates the accepted conflicts women feel. At atomic if it comes to snacking, we ambition women to apperceive that they don't accept to accommodation - they can accept their candy and eat them, too."
SmartFood casting airheaded clusters are a no-compromise bite with 120 or beneath calories, 2 grams of fat or beneath per one-ounce confined and are aswell an accomplished antecedent of cilia and calcium. New Baked! Lay's Southwestern Ranch and Flat Earth Spicy Salsa use avant-garde technology to bake spices or broiled vegetables into anniversary crisp, which delivers abundant acidity after accretion fat content. For those women who adulation Frito-Lay's a lot of accepted brands, Fritos blah chips will now be accessible in 100-calorie packages.
About the Campaign
The 'Only in a Woman's World' attack appearance four accompany - Nikki, Anna, Cheryl and Maya - who humorously acquaintance the 'that's so accurate moments' all women can chronicle to. Women can chase the friends' adventures through banana strips, abbreviate webisodes, alternate online amateur and sharable e-cards, as able-bodied as acceptable book and television advertisements.
The agreeable is housed on the 'Only in a Woman's World' website (www.awomansworld.com). Frito-Lay aswell partnered with Glam Media, the arch changeable blogger agreeable site, to actualize a chat with absolute women about their accustomed challenges and to accord them a abode area they can go to disentangle and affix with friends.
"Our efforts to affix with women are holistic - from the articles we develop, to the packaging, to area women acquisition them in-store, and to the way we allocution about the products," explains Gannon Jones, carnality president, marketing, Frito-Lay North America. "We are developing a chat with women about accordant issues. Not just on aliment guilt, but capacity like beauty, exercise and cocky admire to appearance women they are not abandoned in these animosity and they can be accept with them."
Getting a New Look
Frito-Lay aswell advised how women would adopt their candy be packaged. SmartFood airheaded clusters and 100 Calorie Mini Bites accommodate women the accessibility they want, as able-bodied as advice with allocation control. SmartFood airheaded array appear in a box with 5 single-serving pouches altogether sized for accustomed in a purse and the box is advised for simple acceptance during abdomen storage.
Packaging of Frito-Lay's Baked! snacks, Flat Earth broiled veggie crisps and 100 Calorie packs were redesigned to advice women added calmly analyze articles in the alleyway and bigger allegorize the artefact they will acquisition if they accessible a bag.
In addition, Frito-Lay is redesigning the bite alleyway to accomplish arcade easier. If women go down the bite aisle, they are about arcade for anyone else. Frito-Lay is revamping the alpha of the alleyway to affection the articles geared accurately for her. Products will be begin in the centermost of the alleyway in acceptable stores, and afterpiece to the end of the alleyway in food that are added bloom oriented. The redesign is about allowance women see that there is something for them in the cavity aisle.
A Collaborative Effort
The attack is accepting launched with the abutment of assorted business partners: Juniper Park (advertising), Hornall Anderson (packaging), OMD (media buying), Saatchi & Saatchi X and The Marketing Arm (in-store), Ketchum (public relations) and the Zocalo Group (word of mouth).
Frito-Lay North America is the $11 billion acceptable foods business assemblage of PepsiCo, which is headquartered in Purchase, N.Y. In accession to Frito-Lay, PepsiCo business units cover Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn added about Frito-Lay at the accumulated Web site, www.fritolay.com, and the Snack Chat blog, www.snacks.com
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