Many brands talk about being digital-first, but Ruffles lives it.

PepsiCo potato chip brand Ruffles went from in 2013 spending nearly two-thirds of its advertising budget on television and 29 percent on digital, to spending nearly 100 percent of it on digital. (A small portion of Ruffle’s budget goes toward its in-store displays.)

The impetus for the decision, according to Dana Lawrence, senior director of marketing at Frito Lay, was a desire to experiment with making one of its brands entirely digital. It chose Ruffles after recognizing that its target demo, Millennial males, specifically those around age 25, consume more video on their smartphones than the general populace.

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