Frito Lay
Case Study

Frito Lay

The TrendSight Group’s Marketing to Women Solution

  • About the company:  Frito Lay North America is the $12 billion convenient foods business unit of PepsiCo.  Frito-Lay provides smart snack choices with a full product line and accounts for 59% of the U.S. snack chip industry.


  • Situation: Tostitos’ all-male Brand Team needed a better understanding of woman snack buyer. The team’s goals were to boost usage occasions and build brand affinity.
  • TSG’s role:
    • Brand FlashBack™ research audit of existing client research to uncover undiscovered insights.
    • Customer ViewFinder™ focus groups to capture women’s language and behaviors in-store and at home.
    • Expert Insights session with Marketing & Research teams to recommend more focused brand positioning.
    • Results:
      • Provided greater clarity on brand’s target audience and usage occasions.
      • Provided informed input on agency storyboards and promotion ideas.