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The Final Word

April 15, 2009
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Managing editor Marina Mayer isn’t sure if snacking in a woman’s world is politically correct, especially because she prefers those not-so-healthy snacks that are geared toward guys.





Snacking in a Woman's World

Contrary to what some people believe, women and snacks do go hand-in-hand. In fact, we can always rummage up some excuse just to sneak a treat.

Personally, my favorite is simple: “It’s just been one of those days.”

Now, women don’t need to make up even the lamest of excuses to snack, thanks to Frito-Lay’s new marketing campaign.

The maker of Lay’s, Fritos, Ruffles, Doritos, Chee-tos, Tostitos and Sun Chips, among other brands, first teamed up with Juniper Park to conduct a survey on women’s snacking needs. They asked 100 women to keep journals of their lives for two weeks. After digging into their logs, they found that some women felt guilty about a lot of events in their life such as holding down a career with kids at home or not being a good enough of a wife to their husbands.

So, then why are we making excuses for snacking if that isn’t even the issue?

Frito-Lay’s goal now is to make it so women can feel free to dive in to snacks without the guilt.

To appeal more to women, the Plano, Texas-based chip maker is transforming its packaging and creating a new marketing plan for several of its brands.

For instance, Fritos corn chips will now be available in 100-calorie packs.

The Baked Lay’s Flat Earth Baked Veggie Crisps will appear in a matte beige bag that displays images of ingredients rather than the chips themselves.

The smartfood line of popcorn clusters will offer a sweet, lower-calorie version, and also will arrive to store shelves in a beige box containing five, single-serve pouches, which are designed to be carried in a purse.

The ends of snack aisles will display the women-friendly snacks, such as 100-calorie ones, instead of them being intermixed with the hordes of game-watching snacks that are particularly consumed by men.

Additionally, its campaign, “Only in a Woman’s World,” will feature four comical cartoon women who are “fab, funny and fearless.”

(Sex and the City anyone?)

Yes, Frito-Lay, you have our attention. Regardless of what’s going on in my life, turning to chips has always been my personal safe zone.

But come to think of it - so are traditional snacks as well.

Sure, this campaign targets the cluster of women who count each calorie and read every nutrition label, but what about those women who enjoy the everyday snacks that make them feel better? What happens to the women who thrive on making excuses for their normal snacking habits because it really is “just one of those days?”

What if I like shopping in the “man’s aisle” because that’s where all the indulgent goodies are?

“It may sound cliché, but women are different. Science tells us women’s brains are uniquely wired,” says Becky Frankiewicz, vice president of portfolio marketing for Frito-Lay North America. “‘Only in a Woman’s World’ humorously addresses and even celebrates the universal conflicts women feel. At least when it comes to snacking, we want women to know that they don’t have to compromise - they can have their snacks and eat them, too.”

Thank you Frito-Lay for placing us on the pedestal. To be honest, I’m not sure how I feel about it, but at least I have the option to snack in a women’s world versus a man’s - even when it’s not just “one of those days.”

Marina Mayer, managing editor
mayerm@bnpmedia.com

Editor’s Note: Go to www.snackandbakery.com to read Marina’s exclusive online-only columns.


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