Iconic brands swapping flavors with each other and partnering with some of the biggest influencers and content creators globally. This is “Flavor Swap”, the initiative that PepsiCo Foods has launched in the United States as a mechanism to get closer to new generation consumers and explore new marketing formulas.
This is the first time that the company has exchanged flavors between three of its most prominent snack brands. The intention, as stated in a statement, is to surprise consumers and offer them unexpected combinations that they have never seen before. “We all have a favorite item of clothing, a favorite playlist, and favorite snacks. They’re all great as is, but a change can make them even better”, he comments.
As part of “Flavor Swap”, and although for a limited time, three products have changed their flavors. Thus, Ruffles has been made with the flavor of Doritos Cool Ranch, and Cheetos has incorporated the flavor of Lay’s Sweet Southern Heat BBQ. For its part, Doritos takes on the flavor of Ruffles Cheddar & Sour Cream.
The different combinations are the result of evaluating multiple options for exchanging brands and flavors through comparative product and packaging tests to understand, according to PepsiCo, which ones would be most popular among consumers. The flavors that make up the new “Flavor Swap” options are among the most popular and appreciated, according to the brand.
The pioneering nature of the initiative goes beyond the exchange of flavors. And this is the first product launch in the snacks category that PepsiCo has carried out led by content creators. The intention of this, as he explains, is to connect with consumers where they are: on social networks and with influencers and personalities they trust.
Thus, the company has linked up with singer Madison Beer for the new Cheetos flavor; with creator IShowSpeed for Doritos and with sports content creator collective Dude Perfect for Ruffles. All of them have announced the new products on their social networks with different videos, with most of them accumulating millions of views.
On the other hand, “Flavor Swap” also marks the first time that a limited edition PepsiCo Foods product is launched through the TikTok Shop, prior to its availability in physical stores. “This means that fans will be able to purchase the items on the same platform where they gather to comment, share and stream about them.”, they explain from the company.
The new versions of Cheetos, Ruffles and Doritos can be purchased through the social network starting February 16, and in retail spaces starting March 1.
The brand’s intention is to get closer to the way in which generation Z discovers and consumes, at the same time. that connects creators, cultural moments and purchasing processes. As reported Marketing Dive Referring to data shared by PepsiCo, 68% of young people have already purchased directly on social networks, while 74% of American consumers have purchased a product thanks to the recommendation of an influencer.
The strategy, launched this week, is bearing fruit, as shared by Chris Bellinger, Chief Creative Officer at PepsiCo Foods United States, via LinkedIn. He points out that in just 24 hours, without paid advertising, the initiative has exceeded 65 million views and one million interactions on social networks; and “Flavor Swap” has become the number 1 product in the Food and Beverage category on TikTok Shop this week.
In addition, they claim to have sold between 300 and 400 batches of product per hour through the TikTok store, which has made this launch the fastest-selling launch for the company on the platform.
“Top-tier results after just 24 hours without paid advertising demonstrate the power of influencers, consumer-centric mindsets, and embracing big change“Bellinger noted. “To achieve something like this, you need a team willing to rewrite the rules and take big risks.”.
