The second campaign that we’ve just launched is for a few other Frito-Lay brands.
Frito-Lay is introducing some new products and reorganizing some of their their packaging and in-store shopping experiences to appeal more to women. As you can imagine, it’s a massive project for them.
To support those initiatives, we’ve created a new web video series called “Only in a woman’s world.”
We launched it with a trailer last month that shot up to about a million views on YouTube.
On the heels of that trailer, the official launch of the series was this past weekend, with a red-carpet premiere in LA with a sprinkling of celebrities and invites to a great group of awesome female bloggers who helped us cover it. The first three episodes of the series are up today, with lots more to come.
The press is starting to roll in on this stuff, and there was a nice write up in the NY Times last week that delves into some of the upfront learning that was done to really understand women and snacking, work that took over a year and ranged from ethnography to neuroscience. Even better, it has the distinction of being the first campaign I’ve ever been involved with to be covered on entertainment news shows. The NYT is nice and all, but The Insider FTW!
One of the best things about this campaign was that the team, both client and agency, who worked on it was entirely female – and I think that played a massive role in it actually working.
Big congrats to everyone who worked on it for pulling this together, and especially to our clients who have been incredibly passionate about truly and deeply understanding the mindsets of women around snacking and media, and for being willing to step outside the confines of traditional advertising when it came time to do the communication.
UPDATE: Oh yeah – how could I forget – you can follow the series on Twitter too…