MADE FOR EACH OTHER by Goodby Silverstein & Partners San Francisco for Frito-lay

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MADE FOR EACH OTHER

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Released February 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: FRITO-LAY
Product/Service: FRITO-LAY DIPS
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://www.MadeForEachOther.com
Deputy Director of Communications Strategy: Christine Chen (Goodby, Silverstein & Partners)
Senior Communications Strategist: Cherry Park (Goodby, Silverstein & Partners)
Brand Strategist: Charlie Hauser (Goodby, Silverstein & Partners)
Junior Communications Strategist: Michelle Kelly (Goodby, Silverstein & Partners)
Media placement: Print Campaign - Us Weekly, People, - 01/04/2009
Media placement: Instore - Breakers, Shelf-Talkers - 01/03/2009

Results and Effectiveness
The dip/chip combo moved in a big way during 2009. • Nearly 10,000,000 incremental dip units were sold • YOY sales increased by $35,000,000, +8% over 2008 • The least-dipped chip, Lays, saw increases in dip sales by +21% And consumers fell in love with the world of Frito-Lay dips: • 400,000 consumers went to the online hub to explore the world of Frito-Lay dips • Visitors to MadeForEachOther.com stayed six minutes on average and explored 12.5 pages each session Money can’t buy you love. But at least a chip and a dip can be happy together.

Creative Execution
The creative execution was built around short animated films, each featuring original, quirky characters seeking true love. Each animated film showcased its character’s journey as they eventually find their perfect match. We seeded the love-story films far and wide with bloggers, video sites and digital PR, just in time for Valentine’s Day. Love Letters We ran print advertising pages—but only around magazine content about relationships and love. Show Love The most popular animations were run in cherry-picked romance programming within prime and cable television. Experience Love MadeForEachOther.com was our online hub, built as an open universe, featuring over 20 secret playable mini games. Buy Love In store, we had to connect our two products. We shifted positioning on shelves to place Frito-Lay dips side by side with their chip-mates. In addition, shopping cart audio talkers and on-shelf collateral brought the “Made for Each Other” creative instore.

Insights, Strategy & the Idea
For Frito-Lay, branded chips paired with accompanying dips should have been a business match made in heaven. And yet, the majority of Frito-Lay chip purchases were bought without a paired Frito-Lay dip. Research quickly underscored that while consumers were passionately loyal to “their chips” they didn’t automatically transfer those feelings to dips. Our challenge was to make consumers feel compelled to buy a Frito-Lay dip every time they purchased Frito-Lay chips. Each Frito-Lay dip is engineered to complement and enhance a Frito-Lay chip. Frito-Lay chips and dips are in fact, “Made for Each Other.” The audience and core-buying target (women in their late 20s to early 30s) is a group in transition. It’s an adult decision-making phase, and building long-term relationships is incredibly important. We implemented a dual strategy: create a powerful emotional connection between our dips and chips, and engage consumers around relationships and magical pairings.