J U N E /J U LY 2 0 2 2
FIELD NOTES
N O R T H T E X A S B U S I N E S S A D V I C E , A N A LY S I S ,
a n d
C O M M E N TA R Y
TOUGHEST CHALLENGE
Creating an Unbranded Marketing Campaign Rachel Ferdinando, Senior Vice President and Chief Marketing Officer F R I T O - L AY N O R T H A M E R I C A
J U A N M OYA N O
“when i joined the frito-lay division of pepsico nearly five years ago, we were undergoing a generational shift—seeing the rise of Gen Z and grappling with how to effectively connect with this next generation of digital natives. Eighty-two percent of Gen Z consumers skip ads as fast as possible, so traditional advertising will not resonate. This led us to try a brandless campaign for Doritos. That meant no logos and no branding—we didn’t even use the product’s name. We released a brandless television commercial and deleted logos from our social media channels, outdoor ads, and website, and even pulled off a live MTV Video Music Awards integration—all without ever showing our product. The campaign allowed consumers to become co-creators. Rather than try to convince Gen Z to believe what we’re saying, we gave them an idea in a way that enabled them to share their passion and beliefs about our brand. We shaped the brand with them, not for them.” —As told to Ben Swanger
DCEOMAGAZINE.COM
FN_LeadingOff_Ferdinando_0622.indd 65
J U N E /J U LY 2 0 2 2
065
6/2/22 6:39 AM
