Marketing Currents - Business and Marketing Current Events

More than a crunch: How a 1.5 second tune changed the Tostitos brand


With consumers increasingly taking to audio content like podcasts, Tostitos developed a sonic brand in an attempt to cut through the noise. 

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Discussion Questions:

  1. What is a brand?
  2. What is branding?
  3. How would you describe the Frito-Lay brand?
  4. What is brand recall?
  5. Why is brand recall important to marketers?
  6. What is sensory marketing?
  7. Based on information from this story, describe Frito-Lay’s sensory marketing campaign for Tostitos.
  8. Who was the brand targeting with this campaign?
  9. How did the pandemic impact the brand’s marketing strategy?
  10. How might this story represent an example of sensory marketing?
  11. What do you think the brand hoped to accomplish with this campaign?
  12. Based on what you learned from this news story, was the Tostito’s sensory marketing campaign a success? How so?
  13. What is an industry trend?
  14. Why do you think sensory marketing has become a popular trend in marketing?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.