Frito-lay looking towards adults to boost Cheetos brand

January 07, 2008

Source

After successfully growing its Doritos and Sun Chips brands, Frito-Lay is setting its sights on cranking up Cheetos’ flat sales with a new adult and Hispanic focus.

The initiative, which includes boosting the brand’s ad spend by more than 50%, follows an internal overhaul in early 2007 at which time Cheetos more than doubled its internal marketing team and installed former Lays marketing exec Dorothy Jones as its marketing director.

Though traditionally perceived as a children’s brand, consumer research during the retrenching showed that more than 60% of Cheetos consumers were over the age of 18, and moreover, 43% of all childless households were consuming the brand’s products.

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