Frito Lay targets Women using Neuromarketing and Propagation

 

March 1st is the Premiere of a webisode series that Frito Lay is launching for Women with ad agency Juniper Park. The web series is a "Sex and the City" knock off, which isn't particularly pushing the boundaries of the creative mind. However the research that they used to sell the client on developing branded content to engage this audience is pushing the boundaries of the research mind.

The New York Times wrote an article on the campaign this week and here were some of the interesting parts:

Juniper Park used neuromarketing in a slightly different way. Ms. Nykoliation [Agency President] began by researching how women’s brains compared with men’s, so the firm could adjust the marketing accordingly. Her research suggested that the communication center in women’s brains was more developed, leading her to infer that women could process ads with more complexity and more pieces of information.

The accompanying advertising campaign, “Only in a Woman’s World,” has already begun running teaser spots [online]. Frito-Lay will introduce television, print and online advertising in early March, and webisodes will begin running at AWomansWorld.com

The agency used Propagation Planning by earning media with branded content (30,000 views before the launch), then public relations with press like the New York Times and then paying for media later with television and print.

They screwed up by not allowing the trailer to be embeded on blogs like this so I can't show you what I'm talking about, you'll need to click on the link above.