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

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Marketers leading brands that have been around for decades often feel the need to reinvent the wheel to reach new audiences. Marissa Solis, senior vice president, core brands at Frito-Lay, will share 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. At Frito-Lay, that sometimes means the calculated risk of chartering new territories for brands that continually seek to maintain cultural relevance and spark joy.

Winning an award in six of the REGGIE categories this year, the Cheetos and Doritos brands were taken to new heights. Doritos launched an ad campaign without ever using the word Doritos or a logo, and Cheetos left a huge paw print on New York Fashion Week in its first endeavor into fashion.