Thrive Packets

This portfolio piece focuses on a brand audit and customer analysis for Frito-Lay, Inc., to introduce a mock product that would be added to their product lineup. Since the brand's identity is closely linked with potato chips and other less-healthy snack options, the product packaging I created shifts away from this and towards a healthy snack alternatives called Thrive Packets. These packets would include three snack items bundled together and include some of Frito Lay Inc.'s lesser-known, healthier options, to expand their products into the health-conscious target audience.

I wanted to create a product and package that would highlight Frito Lay's Inc. increasing focus in attempting to gain traction within a variety of health food markets, as more consumers are shifting towards mindful snack options. To make sure that the new product is successfully implemented to the right audience, I completed an executive summary for Frito-Lay, Inc., along with a review of the brand identity and a customer persona assessment for targeting the appropriate audiences. I also created a customer engagement plan to focus the marketing of this new product toward the appropriate audience groups, by utilizing the three core business objectives: Awareness, Sales, and Advocacy. Finally, I examined the message content needed to properly target these customer personas and build a long-term relationship.

This piece show cases my ability to understand the market trends, customer personas, and creativity in implementing a new product towards a specific target audience.

Below is the link to the document

https://drive.google.com/file/d/1gIKrmzOlx3ZajuF_GP0JHjNtj8umDkKM/view?usp=sharing