Lisette Arsuaga de AIMM, Marissa Solis de Frito Lay, Chris Bellinger de PepsiCo and Carlos Santiago de AIMM
Our Very Diverse Advisory Board Judges the Work We Do: Marissa Solis of Frito-Lay
28 de febrero de 2021
More than 35,000 opinions collected from African Americans, Asians, Hispanics, LGBTQs, disabled persons and non-Hispanic Whites determined that the cultural-relevance scores of spots aired during the 2021 Super Bowl had gone down, according to results of the Cultural Insights Impact Measure (CIIM).
Among the ads that scored best in terms of inclusion and relevance for each segment of the population was Frito-Lay’s campaign It Wasn’t Me for Cheetos.
“For us, considering the year we were going through while looking forward to the Super Bowl, the important thing was to show who we are. Frito-Lay is a brand full of fun and joy, so it made no sense to take on gloomy (pandemic) matters, because that ‘s not who we are as a brand,” said Marissa Solis, SVP Core brands, partnerships & media, for Frito-Lay during the webinar Best-In-Culture Ads - CIIM Lessons Beyond the Super Bowl.
The staff at Frito-Lay does a lot of social listening. “We watch what our real fans do. And they love to steal other people’s Cheetos – that’s something that came from them, not from us. And once we had that insight, we thought how much fun it would be to film a story about a girl robbing her guy’s munchies in a very funny way. Of course we had that phenomenal song by Shaggy, and it all came together.”
Chris Bellinger, VP creative & digital at PepsiCo said that many bits of the spot came from his connections with pop culture: “We have a numerous team that listens to all the platforms, we have great association with our partners in the media and the platforms and we use those a lot.“
Just as the brand uses social listening to stay informed, Solis said it’s really important for the people advising them to have different points of view and be very diverse themselves. “From the PepsiCo perspective, we’ve made many commitments to racial equality. So our advisory board is part of the process, because it assures us that we have a diverse group of voices and experiences to give us feedback on what we’re doing. Are we using the right tone of voice? Are we working with the right people? Maybe there’s something we don’t see or don’t understand because with me being Hispanic, I might not see or understand another person from a different ethnicity.”