All Episodes

September 10, 2020 34 min
Marissa Solis was about six months in to a big new role at one of the biggest snack companies in the world when one of the world's biggest crisis hit. That's not hyperbole. As the new head of all marketing initiatives, media, sports, and partnerships for the core brands of Frito-Lay North America, including Doritos, Cheetos, Tostitos, and dips, it was definitely not hyperbole. That was Marissa's new reality and she had to help smoothly and quickly do the equivalent of turning a battleship. But this dynamo had previously been tapped to lead the creation of a cross-functional Hispanic Business Unit at PepsiCo and had helped double beverage sales among U.S. Hispanic consumers in a short time, so she was the right woman to face down a pandemic. Her throughline -- and recipe for success? It always has to start with the consumer. In Episode 17 Marissa explains her whirlwind responsibilities, the massive changes facing brands today, and how those Frito-Lay brands speak to specific audiences. We also talk about how COVID-19 has impacted campaigns from a Super Bowl sponsorship to a new direct to consumer approach. This is a great reminder for brands about the need to engage with consumers where they are. And right now, that is at home...with a pro-social commitment to community. For example, a big Cinco de Mayo campaign was planned and poised to roll out to retail...and instead quickly became Salsa for Cinco benefitting the Hispanic community -- which has  been disproportionately affected by the pandemic. Listen to the evolution of the #AmplifyBlackVoices campaign which included letting PepsiCo ad space be used instead by Black artists to showcase their work. There's much to digest in this episode! So grab a bag of chips, click play, and enjoy! What also talked about: The importance of being agile in today's marketing world Pivoting to the direct to consumer space The “Pantry Stock Phenomenon” The different personalities of Frito-Lay brands Today's marketing renaissance Details on the benefits of Salsa for Cinco and #AmplifyBlackVoices campaigns PepsiCo’s commitment to diversity and inclusion in the workplace Engaging consumers where they are How Marissa and her family adjusted to the new normal! Follow Marissa: Linkedin @Marissa Solis Resources Mentioned: www.snacks.com Salsa For Cinco with Mario And Courtney Lopez Doritos Amplifies Black Voices @mossappeal
Share
Mark as Played

Advertise With Us

Popular Podcasts

Crime Junkie
Stuff You Should Know

Stuff You Should Know

If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks then look no further. Josh and Chuck have you covered.

The Ben Shapiro Show

The Ben Shapiro Show

Tired of the lies? Tired of the spin? Are you ready to hear the hard-hitting truth in comprehensive, conservative, principled fashion? The Ben Shapiro Show brings you all the news you need to know in the most fast moving daily program in America. Ben brutally breaks down the culture and never gives an inch! Monday thru Friday.

For You

    Music, radio and podcasts, all free. Listen online or download the iHeartRadio App.

    Connect

    © 2021 iHeartMedia, Inc.