SmartFood Developed for Women

Frito-Lay's recent campaign aimed at women, Only in a Woman's World, has really struck a chord. The campaign reached 1 million people in its first week; 5 million people have viewed the Webisodes; and 1,200 people follow the campaign’s characters on Twitter. 

Only in a Woman’s World features the humorous adventures of four animated women and their interactions with our “better-for-her” products –- Baked! Lay's, 100-Calorie Mini Bites, Flat Earth veggie crisps and SmartFood popcorn clusters, which hit store shelves last month. 

"We developed the women's portfolio based on the insight that when a woman shops, she wears two hats," says Becky Frankiewicz, Marketing Director for the women's campaign.  "First, she is shopping for her family.  But she is also shopping for herself.  So, we’re making sure there are snacks available for women -- as women.

"We now have all four of the snacks targeting women shelved together in supermarkets, making it easier for women to find their favorites,” Becky adds.  “SmartFood provides nutrition that women want in a snack -- 5 grams of fiber and 20% of the daily value of calcium per serving -- in three great-tasting flavors: Cranberry Almond, Honey Multigrain and Chocolate Cookie Caramel Pecan.  We’ll also launch two more flavors later this year -– so stay tuned.”

I believe that part of the Woman’s World campaign’s success is the online factor -- women are increasingly using the Internet for social networking, gathering information and shopping.  The Woman’s World Webisodes are posted on the campaign’s Web site, available on YouTube and fans are blogging and Tweeting about the Webisodes and products daily.  

Katja Presnal (self-created avatar on the right) reviewed SmartFood on her blog, Skimbaco Lifestyle, which offers tips and daily inspiration for the modern mom on the go.  Her take on SmartFood: “Guilt-free snacks that are good, healthy, low cal but high in fiber and calcium, basically a lot of what you want, low on what you don’t want.  And with one word: delicious.”

And, cousins Jenny and Emily (self-created avatars on the left )recently blogged about SmartFood and the Woman’s World series on Mommin’ It Up.  Jenny calls SmartFood, “Sooo yummy . . . only 120 calories (per serving), and it tastes like caramel popcorn BOO-YAH!”

By offering the humorous video segments online, and using newer media channels to  spread the word about the campaign and products, we’re reaching women much faster and with a higher level of trust, since people are hearing about Only in a Woman’s World -- and the products it supports -- from their peers. 

What do you think of the new SmartFood popcorn clusters?

Comments

[Laura Buehler]

I love Frito Lays, but if you really want to reach out to women bring back the smart sweets that we love. The Flat Earth Fruit Chips!!!

[Trinesha]

These popcorn clusters are great! My favorite is the Chocolate Cookie Caramel Pecan, with Multigrain Honey in a close second. They are a great snack that doesn't leave you feeling like you just ate something that will go straight to your thighs. Great product, I hope to see it around for a long time!

PS. I agree, that Frito-Lays needs to bring back Flat Earth Fruit Chips.

[Judy Mumford]

The product is good but the price is way out of sight. 1 oz cost .70 and with a 1.00 coupon it still costs .50 cents per ounce. The packaging looks like it cost more than the product. What a shock to open the large box and have only 5 one ounce of product. I will not buy this again