Doritos Rainbows: A Case Study in ERG / Marketing Partnership
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1 Doritos Rainbows: A Case Study in ERG / Marketing Partnership
2 Laura Corkery Kendell Mahanna Briana Soria
3 Agenda PepsiCo / EQUAL Overview Doritos For the Bold Doritos Rainbows Execution Impact to PepsiCo s Inclusion Journey Best Practices / Learnings
4 OVER $ 66 BILLION IN REVENUE 22 BILLION-DOLLAR BRANDS OVER 200 COUNTRIES & TERRITORIES OVER 250k EMPLOYEES Performance Brands Scale People
5 22 Billion-Dollar Brands More Than 40 $250 Million $1 Billion Brands
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7 Providing a safe and inclusive workplace for our employees globally All the unique characteristics that make up each of us: personality, lifestyle, thought processes, work experience, ethnicity, race, color, religion, gender, gender identity, sexual orientation, marital status, age, national origin, disability, veteran status, or other differences
8 EMPLOYEE RESOURCE GROUPS AT PEPSICO PepsiCo s Employee Resource Groups (ERGs) are committed strategic business partners for PepsiCo driving an inclusive culture, while fostering innovation and growth African American Native American LGBTA Women of Color Different Abilities Support Professionals Veterans Asian Americans Women Cross Generational Latino/Hispanic
9 Increase PRIDE overall understanding of LGBT issues Create an internal COMMUNITY community across functions and locations Expand and engage ALLYAlly community MARKETING Increase visibility of EQUAL and ALLY
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16 Insight Must Haves: Beyond Packaging & Advertising Measurable Impact
17 Making an impact! Desire to make an Impact Donation v. Retail PepsiCo aligned with taking on the costs of production Choosing the right Non-Profit
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21 Execution
22 How does R&D bring an idea to life? Idea Build Develop Execute Create & Prioritize ideas Design, build & validate experience Develop product & process for launch Scale up & commercialize
23 Bringing the idea to life with prototypes
24 Are we delivering on the Doritos Experience?
25 Doing it at Full Scale Cooking Grinding Sheeting Cutting Toasting Frying Seasoning
26 From production to your door
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28 Sounds like a long process doesn t it? June July August September Leadership Alignment Product Development Production Launch
29 Sounds like a long process doesn t it? June July August September Leadership Alignment Product Development Production Launch
30 Doritos Rainbows in the marketplace Facebook, Twitter & Instagram activation National & GMA exclusive segment Social Media Multiple mentions on late night shows It Gets Better Donations Product Dallas Pride Parade & Festival Sponsor Activation Rainbows Vending Machine at Out & Equal
31 The impact was huge! Raised over $150K All bags claimed on Day 1 More than 1 BILLION Media media impressions Overwhelmingly Consumer positive response from consumers / media Response Increased followers Brand / likes & nationally trending Equity
32 Our Inclusion Journey
33 2003 Limited overall engagement Majority employees engaged LGBT, few ally Minimal discussion of LGBT issues or education
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35 Brand/ERG Partnership Parade activation Consulted on packaging LGBT Internal Insights articles and communications Activation Coordinated logistics of product parade Support Employee volunteers
36 Coming Out at Dallas Pride
37 Out & Equal Summit
38 Impact to Inclusion Journey Internal impact Clear need for support Cultural Impact Executive allies Accelerated support ERG Impact ERG Leadership ERG Engagement
39 2016 and beyond
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41 Best Practices Brand Partnership Community Partner ERG Experience
42 What s the story? Brand Partnership What s the best way to execute? Who is the right partner?
43 External LGBT Community Partner Size and scope What is their purpose? Impact of partnership on your brand What are they known for? What do they bring to the partnership?
44 Leveraging ERG Expertise Cohort Expertise ERG Expertise Day Job Expertise
45 It took a village. THANK YOU R&D Ops Purchasing PR Human Resources Gov. Affairs Legal Consumer Affairs
46 Questions?
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