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Baked! Lays is celebrating its 15th year with a packaging design makeover. We are not talking on the design… but about the product architecture. Specifically, the fact that there’s no more dispute: It’s the Baked! line of products and Lay’s, Cheetos and the rest now play the role of, essentially, ingredient brands. The new hierarchy resolves the previous mess.
The advantage of this new hierarchy is that it allows Frito Lay to put more distance between the Baked! snacks range and other Frito Lay products and move it further into healthy snack territory They backed up the repositioning with a new marketing campaign: Only in a Woman’s World which connects Baked! to the other healthy snacks in the portfolio.

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