Frito-Lay's Tostitos Lucky Bags put NFL teams in spotlight

By Kate Bertrand Connolly in Packaging Design on September 18, 2017

Realizing that game-day traditions and superstitions abound among football fans, Frito-Lay has created a collection of NFL “Lucky Bags” for Tostitos tortilla chips. The limited-time food packaging features the logos of 19 National Football League teams, with one team per bag, and the packaging design launched at the start of the 2017 football season.

To add another layer to the Lucky Bags experience, Frito-Lay printed a smartphone-friendly code on the back of each bag. Consumers snap the codes to access tongue-in-cheek videos featuring Tostitos’ Lucky Bags and NFL players like Dak Prescott of the Dallas Cowboys and Aaron Donald of the Los Angeles Rams.

Pat O’Toole, senior director of marketing, Frito-Lay North America, provides further details on the project.

 

Why create graphics for these 19 teams, out of the 32 in the NFL?

O’Toole: There are so many teams, traditions and rituals in the NFL that it’s difficult to celebrate all of them. For now, Tostitos is working with teams with which PepsiCo has a relationship and will evaluate expanding that list in the future. [Note: PepsiCo is Frito-Lay’s parent company.]

 

Where will the Lucky Bags be available?

O’Toole: Lucky Bags will be available regionally at retailers in team markets. Additionally, starting next month four teams will be available on Amazon in an NFL Ultimate Tailgate pack. The team-specific boxes for the Cowboys, Steelers, Packers and Patriots feature metallized Tostitos film printed with the team logo, plus a team-customized outer box. Suggested retail price is $22.99.

There's a Lucky Bag inside customized team tailgate boxes along with other Frito-Lay snack products.

 

How long will Lucky Bags be available?

O’Toole: The bags are available now through October.

 

Are the Lucky Bags graphics used on just one stock-keeping unit (SKU)? If so, why this SKU?

O’Toole: Tostitos Lucky Bags graphics are being used only on Original Restaurant Style, our most popular variety.


What is the net weight of the Original Restaurant Style bag?

O’Toole: Each bag weighs approximately 13 ounces.

 

Not everyone who lives in Chicago, for example, is a Bears fan. So who will decide which team bags are sold where: Frito-Lay or retailers?

O’Toole: The bags are being sold regionally, based on the geographic location of the team.

 

Did Frito-Lay need to make special arrangements with the teams to match their team colors on the bags?

O’Toole: Yes, Frito-Lay worked closely with each of the 19 teams to ensure branding, including colors and graphics, were consistent with team guidelines.

 

What kind of code is printed on the back of the bags, to link consumers to Tostitos’ Lucky Bags videos?

O’Toole: A Snapchat Snapcode is on the bottom right-hand corner of each bag. The Snapcode brings consumers to a piece of exclusive content for that team, describing their pre-game rituals and superstitions.

 

Will these bags replace the regular Tostitos packaging or be in addition to it?

O’Toole: These bags will be sold in addition to regular Tostitos packaging.

 

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