Beyond the Bag: How Frito-Lay Built a Snack Empire with Branding

Image By Khedgen Willis

The feeling of the sweet aroma you smell and the satisfying crunch you receive when eating your favorite bag of chips from the snack aisle is an experience that we all have enjoyed. Now think of your go-to snack brand and how their product went from a drawing board to your kitchen pantry. A successful brand is more than just the product, it is all about the feeling that it evokes. PepsiCo’s Frito-Lay has used an intricate branding strategy to dominate the salty snack industry by building emotional connections and creating distinct brand strategies that we know and love.

The Foundation of Frito-Lay’s Success

As you walk down the snack aisle you may think a potato chip is simply a potato chip, but there is more than meets the eye. From my experience at Frito-Lay, each product has a unique identity and story. Lay’s is a snack for everyone, focused on simple joys and a sense of togetherness, Cheetos is a playful and cheesy brand, that has impactful and quirky campaigns, and Doritos focuses on being bold and edgy, highlighting the fun experience when eating the chip.

“we may be humble snacks, but we have a big purpose in the every day.”

       - Rachel, Former Frito-Lay CMO

While Lays are made from potatoes, Cheetos and Doritos are corn chips. Frito-Lay has made its mark on almost any variation of snack you may think of. Each brand connects with a different audience, and they continue to be loyal due to the new and innovative products that are released

into the market.

Creating a Connection

When thinking of brand loyalty, Frio-Lay goes beyond simple advertising and creates an emotional connection with its consumers. The Lay’s “Do Us a Flavor” campaign is a great campaign that transformed passive buyers into active participants. This contest gave fans the opportunity to submit chip flavor ideas for a chance to win $1 Million and see their ideas come to life on store shelves. Campaigns like this are interactive and generate loyalty and buzz and great to implement when building your brand image.

Chester Cheetah is a powerful mascot that defines the Cheeto’s brand and Chester’s snacks. This character is synonymous with the brand and catches your eye even if the brand name isn’t present on the product. While other brands in the portfolio don’t have a specific mascot, snacks like Doritos, Tostitos, Miss Vickie’s, and Fritos, all have a specific brand archetype that pops out to consumers and cater to different needs for specific audiences.

The Secret Ingredient: Consistency

Consistency is the name of the game. Frito-Lay maintains a consistent look and feel across the board. The recognizable Frito-Lay sun logo can be found on its products that ties all of brands together under a big corporate umbrella. Whether it’s a red or blue bag, specific fonts, or tone of voice across packaging, this cohesion shows to consumers and carries an expectation that they are looking for.

When a brand is consistent, they build trust with their consumers. Product quality, availability, and price are all tied into how well your consumers trust your brand. if a consumer goes on shopping trip and can expect their brand and flavor to be available, they will continue to purchase your product.

Conclusion: The Takeaway for Marketers

Frito-Lay has innovated the way their brands have connected with consumers by identifying what makes them unique, creating memories, and consistently delivering on it’s promise. Their branding isn’t only a marketing tactic, it’s a strategic business asset that drives recognition, loyalty, and profit. It is beneficial to take note on these strategies to build a better brand.