ANA/BAA Promotion Marketing @Frito-Lay (Members Only Conference)

This event is over.
When
Begins:Tuesday, April 5, 2016 at 8:15am
Ends:Tuesday, April 5, 2016 at 4:00pm
Where

Frito-Lay Headquarters
7701 Legacy Drive
Plano, TX 75024

Agenda
Tuesday, April 5, 2016
8:15am  

Breakfast

9:00am  

General Sessions

 

SUPER BOWL 50 & FRITO-LAY: AN EPIC STRATEGY

Learn how “traditional” promotional elements were integrated into Doritos’ overall Super Bowl 50 strategy that resulted in everything but traditional!  Tactics included contests (Crash the Super Bowl); collaborations (Warner Bros. Pictures/DC Entertainment); sampling/tastings (Walking Taco); in-store activations and social-fueled sweepstakes (Crash the Second Screen).  Doritos’ Super Bowl Sunday integrated marketing elements defined Brand Activation.  

Jennifer Saenz

SVP and CMO

Frito-Lay North America

10:30am  

GROWING BIG, FEELING SMALL: EMBRACING A SENSE OF PLACE

Faced with increasing competition from boutique and artisan products, larger heritage brands must stand out in conversations about quality and authenticity, and communicate an ownable, meaningful brand story. 

The original artisan brand, Genuine Smithfield Ham originated over 250 years ago in Smithfield, VA. The story of provenance led to the creation of the “Flavor hails from Smithfield” campaign, highlighting the brand’s commitment to doing things the right way – handcrafting each piece of pork for maximum flavor – and also celebrating the brand’s heritage while reinforcing Smithfield as THE brand known for flavor and quality.

 Will Brunt, Smithfield SVP and Chief Innovation Officer, will discuss the resonance and relevance of these ideas among consumers, and the ways Smithfield reaches them through channels that augment its national television and print campaigns, including: robust event activations, digital and social communications, community engagements through its nationwide hunger-relief campaign Helping Hungry Homes, and the endorsement of culinary and food-world influencers.

Will Brunt

Senior VP of Marketing & Chief Innovation Officer

Smithfield

10:40am  

Networking Coffee Break

11:15am  

ALCON'S 360˚ ACTIVATION

Shawn Millerick will dive deep with Alcon’s 360˚ Omni Channel Activation that brought them to the realization that driving purchases for their unique eye care products had to go beyond what happens in the doctor’s office.  Shawn will focus on the synergy between the shopper, the patient and the consumer.  Promotional methods, insights and key learnings from their eyeSOLUTION campaign coupled with seasonal strategies such as “Get an A+ in Eye Care” during back-to-school will demonstrate the synergies and the results. 

Shawn Millerick

Head of Marketing - US OTC

Alcon

12:00pm  

Lunch

1:00pm  

General Session Cont.

 

"BETTER TOGETHER" - PEPSICO SHARES PAIRING STRATEGY

How has PepsiCo’s strategy of pairing brands and incorporating promotional efforts fueled beverage trial and repeat business?  Listen and learn while Marissa Solis discusses applications, solutions, and partnerships with convenience stores and QSRs that have done just that.  This “Better Together” strategy paired food and beverages to create winning promotional opportunities with retail partners – all while allowing consumers to accumulate points and enter to win a variety of prizes.   This strategy has strengthened PepsiCo company’s positioning in food service, snacks, and beverages while building customer loyalty.

Marissa Solis

VP Marketing

PepsiCo

1:45pm  

SPURRING TRIAL THROUGH BRAND ADVOCACY

A recommendation from family member or friend is one of the most powerful influencers. Combine it with a small-group product demonstration and samples in a party format, then top it off with an integrated social media campaign. Michelle Flood of Reynolds Consumer Products shares this recipe for encouraging trial through advocacy on two of Reynolds® branded cooking products with lower household penetration. The inclusion of a structured plan to identify and activate brand advocates complemented existing marketing plans and messaging to drive not only targeted trial but also branded content, social amplification and lasting advocacy.

Michelle Flood

Marketing Director

Reynolds Baking Paper & Plastic

Stephanie McHale

Regional Vice President

House Party

2:30pm  

WRAP LEGAL SESSION:

Hot Issues in Promotional Law:  Reviewing Best Practices in Today’s Activations

Focusing on the activations and strategies presented by the leading brands in this program,  Ed Chansky’s wrap legal session will provide you the answers to the questions that could arise, including:

  • Using social media activity by consumers to trigger donations to charity – what form of regulation applies, if any?
  • Allowing the public to vote to participate in choosing winners in a video contest – what are the best practices and options to do this?
  • Awarding “refer-a-friend” bonus entries in an online sweepstakes – how to comply with CAN-SPAM issues?
  • Act-Fast promotional offers awarding something to the first X people who respond – Is it a sweepstakes?
  • Running a sweepstakes via a mobile app requiring data access – Do you need an AMOE?

 Have your questions ready!

Ed Chansky

Shareholder

Greenberg Traurig, LLP

  • EMA
  • gyro: