How do you get 35,000 Frito-Lay route sales reps, factory workers, distribution center staff and headquarters personnel excited about retirement planning? Here’s how we did it:
We produced a series of mini-books patterned after the popular “how-to” books for home repair, gardening and other hobbies. Then we packaged the series along with a small bag of Rold Gold pretzels — “brain food” — in a paint can. The paint can tied in with the how-to concept, and it quickly became a “Frito-Lay collectible,” which is always a positive in the Frito-Lay culture.
Our client was impressed not only by the innovation and creativity of our approach, but by the fact that we could produce the can within her budget. And PartnerComm was honored with The American Advertising Association ADDY Award Citation of Excellence for our work on the campaign.
