Frito Lay's Perspective on Building Community Through Multicultural Marketing

Gena Casciano How has your focus on multicultural marketing helped build your businessMarissa Solisamp160With FritoLay in 94 of households we have the unique opportunity to reach a large breadth of consumers every day and the backgrounds and experiences of these consumers are all so unique Finding ways to connect with each consumer whether through endless flavor innovation or their experiences with our brands is critical to our success Multicultural communities are no longer on the fringes they are driving culture and change and we want to create a community among our brands where all feel welcome to express themselves and find joy in our products An example of this is Cheetos39 Deja tu huella campaign which means quotleave your markquot in Englishamp8239With this sentiment in mind Cheetos teamed up with Latin superstar Bad Bunny to rally the next generation to leave their mark on culture whether through music fashion or entertainment Over the last year the campaign has done just that sponsoring the expansion of the Latin award categories at the American Music Awards collaborating with adidas on a limitededition fashion line and investing 1 million to support the Hispanic communityCasciano What multicultural marketing campaigns have you seen that have broken through and that you admireSolis Some of my favorites include McDonald39s Celebrity Meals39 quotJ Balvin Mealquot PampampG39s quotThe Lookquot and Jack Daniel39s quotSmall Town Big Pridequot campaign They have taken authentic elements of an underrepresented community and made them part of the brand in a way that tells a compelling narrative educating and evoking emotionCasciano You will be speaking at the ANA Multicultural Marketing ampamp Diversity Conference October 24 26 in San Diego CAamp160What will be the focus of your session and what do you hope to share with the audienceSolis I will speak about the importance of defining and living your brand purpose as a way to connect with your audience more authentically FritoLay39s purpose is sparking joy which is our north star when it comes to how we engage consumers We are focused on enhancing the lives of all consumers especially communities who need to be seen and heard now more than ever I hope to share more about the magic that comes in leading with purpose to create an industry and programs where all feel represented and welcomeCasciano What one thing can multicultural marketers do to increase the impact of their marketingSolis Authenticity is key Consumers are looking to brands to instill that same sense of values and purpose in everything they do While purpose and values have always been an integral part of our identity the past year showed us just how important purposeful multicultural marketing has become That39s why defining the role you play in enhancing your consumer39s life and living that purpose authentically is so important todayCasciano How has diversity and inclusion evolved at your company over the yearsSolis Working for a company that prioritizes diversity and inclusion is of highest importance to me and I appreciate the commitment parent company PepsiCo has to championing diversity I have spent my entire career advocating for diversity and engagement ensuring that we not only reflect and elevate all the communities that we serve but that we also work to recruit develop and retain a diverse workforce I led the implementation of the first Hispanic Business Unit at PepsiCo Beverages North America to ensure the products and creative campaigns credibly resonate with our Hispanic consumers With more than 60 million Latinos living in the US the Hispanic Business Unit worked to add the layer of authenticity needed to connect and continue driving brand loyalty PepsiCo has also implemented the Black and Hispanic Racial Equality Journeys a series of commitments to elevate communities of color internally and externally through scholarships internal advancement and community engagement In support of those efforts FritoLay established a dedicated position to advance racial equality across our work including activating a Culture Council with representation across Black LatinX LGBTQIA and Asian cohorts to provide proactive and reactive consultation on branded content campaigns and media partnershipsClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Frito Lay's Perspective on Building Community Through Multicultural Marketing

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