LEADING OFF

FIELD NOTES

NORTH TEXAS BUSINESS ADVICE, ANALYSIS, and COMMENTARY

TOUGHEST CHALLENGE Creating an Unbranded Marketing Campaign

Rachel Ferdinando, Senior Vice President and Chief Marketing Officer

FRITO-LAY NORTH AMERICA

“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 offa 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