‘Note-able’ Frito-Lay snacks packaging allows consumers to get personal

By Rick Lingle in Packaging Design on September 17, 2018

Snackable Notes Variety Snack Pack bags can be personalized by parents and others to encourage their children at school.

Summer’s wind-down period in August signals the start of a new schoolyear, which is a time of adjustment for kids, parents and other family members. Say goodbye to relaxed schedules and carefree lifestyles and hello to school-centered structure and routine and limited family time together.

This lifestyle changeover period can be an anxious time for many.

According to a recent Frito-Lay Variety Packs survey, 75% of parents worry about their kids’ happiness while they are at school, and 81% stated that they seek ways to give their kids encouragement when they are apart. That’s why Frito-Lay Variety Packs, a flagship brand in PepsiCo’s Frito-Lay division, offered parents a simple and convenient way to provide love and encouragement during the school day with the launch of Snackable Notes.

Available July 8 through September 8, specially-marked Frito-Lay Variety Packs contain snack bags that have a specially printed “talk bubble” on which parents can write a note of love and encouragement directly on their kids’ favorite Frito-Lay Variety Packs flavor. The program offers a fresh modern twist to the classic lunch note and gives mom and dad a new and creative way to connect with their kids during the school day when they're apart.

“Back-to-school is a tough transition for the whole family that can be stressful for parents and kids,” says Rhasheda Boyd, director of marketing, Frito-Lay North America. “It’s the little things that matter most as parents look to help ease kids back into the school year. That’s why we wanted to inspire parents to share a little love and encouragement in an easy way by dedicating space on our Frito-Lay Variety Packs packaging to write a special lunch note.”

Boyd fills in a few blanks about the program for Packaging Digest readers.

How many variety packs/individual packs were involved?

Boyd: We have three participating Frito-Lay Variety Pack SKUs [stock-keeping units] in the promotion (20ct Classic Mix, 20ct Flavor Mix and 20ct Doritos & Cheetos Mix). Inside of those specially marked packages you will find a variety of flavors, 10 in all—Cheetos Crunchy, Cheetos Puffs, Doritos Nacho Cheese, Doritos Cool Ranch, Lay’s Original, Lay’s BBQ, Lay’s Sour Cream & Onion, Fritos Original, Fritos Chili Cheese and SunChips Original—that contain a speech bubble where consumers can easily write a note.

 

This ties into the trend of personalized packaging, but does it tap any other consumer-engagement opportunity?

Boyd: Frito-Lay Variety Pack’s Snackable Notes program touches on the trend of parents wanting to connect more with their kids when the school year starts. Families go from spending long summer days together to more regimented schedules and less time together when school begins. So the idea of the Snackable Notes program is to give parents another touchpoint of loving communication to their family during the school day.

 

 

Please confirm that is not a label, but a special printed area on the bag film.

Boyd: There is no special label. It just involved a design change to create the white speech bubble area. There were no challenges in the development process. Our current print vendors were able to print the new design with our normal film.

 

Has Frito-Lay done anything like this before?

Boyd: Frito-Lay has done thematic graphics on bags before; however, this is the first time that the Frito-Lay Variety Pack team has created thematic packaging that carves out dedicated space to write a note on the bag.

 

What have been the results or feedback and is that in-line with expectations?

Boyd: The results and feedback have been tremendous. Our consumer relations team has fielded many cute notes and we’ve seen really great engagement on social media.

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