Frito-Lay: How to Reignite Brands by Carving Out New and Unexpected Territories

June 26, 2020

Marissa Solis, senior vice president, core brands at Frito-Lay, shared how brands like Doritos and Cheetos don't need to reinvent themselves – they need to use the brand's preexisting personality, consumer passions, and values to reignite the role they play in the lives of snackers.