A few years ago, PepsiCo came to Timmaron Group with a need to increase sales for its Frito-Lay Division, leading up to that year’s NFL Superbowl. The objective was to get this division’s Superbowl commercials – which are notoriously expensive – the best possible return on investment for the company. Working with this client, we began looking for unique ways to increase sales. We looked at all aspects of their best-selling products and various strategies we thought could be used to achieve their goal.

About this time, we had also been developing and using a cap for medical applications that had sensors designed to read different brain waves for patients in comas, in addition to other uses. We had the idea to possibly use this same type of cap as a tool for the PepsiCo project.

We ran trials with consumers and, instead of simply asking them for their feedback, we had them wear these caps so we could measure real-time feedback of what emotions they were feeling. This research led us to conclusions to recommend that PepsiCo change certain aspects of key products to heighten the consumer’s experience. The research, combined with ingenious and unique marketing tactics by the company’s advertising partners, produced strong sales results that year. One such tactic was for their Cheetos® product. In supermarkets,  when someone walked past the Cheetos in the snacks aisle, an audible crunch would sound! PepsiCo found it to be very effective in increasing sales.

For more about our PepsiCo project, please contact Timmaron Group.

_{Photo: ©Copyright PepsiCo}