When Frito-Lay sought to introduce a brand of better-for-you snacks, it identified a group of ultimate influencers to inform its strategy. These influencers were critical to the process from beginning to end and provided direction across the brand’s ecosystem. Targeted to women ages 40 - 50, Off the Eaten Path was steered by these “Inspioneers,” women who take on new experiences with refreshing honesty, enthusiasm and authenticity. A strategic collaboration between the internal Pepsico Design team at Frito Lay and creative agency Chase Design Group produced a global design that would work across regions.
According to Paula Hansanugrum, executive creative director, Chase Design Group, “We had in-depth conversations with our aspirational target to understand who they are, what inspires them and explored various designs that genuinely connected with these women.”