[(0:00)]Narrator: [background music]This week on the Sonic Truth. Veritonics VP of Marketing Kristin Charron sits down with Hannah Colton of PepsiCo to discuss the powerful incorporation of audio into the marketing strategy for the Tostitos brand. The specific aspects of audio that make it such an impactful advertising vehicle and [change of background music] the opportunities for growth with audio in the future of the Tostitos brand and in the advertising space, at large. 

[(0:23)]Kristin Charron: Welcome back and thank you, so much, for listening to the Sonic Truth. Today, We are joined by Hannah Colton marketing director formerly, the Tostitos brand. Now, Cheetos. Welcome, Hannah. 

[(0:35)]Hannah Colton: Thank you, Kristin. I'm excited to talk today. 

[(0:37)]Kristin: I'm excited as well. Thank you, again for coming on. I know we're an advertising week recently, and a couple of interviews as of late, as well. It's always a pleasure to connect with you and have these opportunities to talk about the exciting things that, we are doing together along with Made Music. So, thanks again for coming on. 

[(0:54)]Hannah: Yes, thank you! 

[(0:56)]Kristin: So, just wanted to kick it off ahmm, again for anybody that is listening. That might not be, all that familiar. How has the incorporation of audio into the Tostitos... marketing strategy evolved over time? 

[(1:09)]Hannah: That's a definitely a great place to start because really audio has been... there hasn't been a part of the Tostitos marketing strategy, until this year. We've watched, so many other brands outside of our category and within our category. Begin this journey and has so much success. But where we lifted off, with our audio strategy was really around a full visual identity change for Tostitos. So, Tostitos have not changed our packaging and market, which is the biggest impression driver. You know, people are seeing that in and out of the day as they are-,

[(1:43)]Kristin: Mmm-,

[(1:43)]Hannah: Shopping for our brand or, you know, seeing images of our brand ahmm, online. And so, when we were changing-,

[(1:48)]Kristin: Mmmm-,

[(1:49)]Hannah: That look of, ahmm, Tostitos to modernize it. Bring it, to be a little bit more fresh and edgy for newer, younger generations. We realized that the entire visual identity was incomplete without an audio portion. 

[(2:04)]Kristin: That's where our project with the Made Music Studio really took off, we needed that Sonic identity. We needed that tone, at the end of all of our marketing communication to fully feel like Tostitos was a brand, of the current, and a brand that could really sustain future growth. That's really, really interesting. And so, as part of that process, when you, you know, we're thinking about and looking at the new identity, visually. Was it? one of those things where you were like, we are missing an element without having that Sonic brand or you needed to update, the existing element to match the new look and feel?

[(2:39)] Hannah: Tsk, We had not consistently used any audio tone to where it would have been a great enough asset for a consumer to realize or to be able...

[(2:49)] Kristin: Hh-hmmm...

[(2:49)]Hannah: To recall, as a Tostitos tone or musical sound. And so, we were really starting this journey with Made Music Studio to introduce, a sound element for the Tostitos brand, aaahh, for the first time in, in its marketing history and so, when we're looking at, what that sound would truly reflect? and truly, you do sound like, musically. It all was about the heritage of Tostitos and togetherness, but also the future of what we think togetherness, you know, will become and how that's changed over the last few years.

[(3:26)]Kristin: Okay, that makes sense, and is there anything about audio as a medium in particular that you feel makes it, a compelling and engaging medium to have as an accompaniment to a visual, therein?

[(3:40)]Hannah: Yes, we have data and within our, you know, media insights. We truly know that the generations that are going to be having the most buying power as time progresses are... incorporating or are listening to more marketing communication or more marketing advertisements and taking in, more of that stimuli from a sound only perspective. So, for us, to be able to capture that attention and to be able to continue to be distinct as the number one tortilla chip brand. You know, in the North American Market, we needed to have a relevant tone or relevant sound. That would cue our brands attributes and what the brand stands for, tsk.

[(4:24)]Kristin: And what are some of the metrics or data that you will lie down as part of the process? But in general, and moving forward[typing] to be able to scope the efficacy of your audio logo. 

[(4:38)]Hannah: [Deep Breathing] Veritonic was such a great partner, in this, after the entire musical production process with Made Music Studio, which was just so fun. They took us, through all different tonality elements with many different musicians and many different musical, ahm, instruments to get to choose specific series of musical tones or I, we called it a long-form tone. It was almost like a 6-minute song that was made up of, again reflections of our brand attributes of fun, togetherness memory, bonding and then also, incorporating, our, the sound of our products themselves. A crunch, the chip bag opening, the popping of a Tostitos sausage jar the, ahh, the jar being beat on or being, ahm, hit by a, tsk, drumstick, those were reflective in those long forms. 
And then, Veritonic was able to help us to identify, which one had the greatest brand recall, which one could elevate the tone of fun and togetherness in bonding the best. And then, ultimately which one could fit within our different specific media platforms? Whether it was a long form ad, TV, ad commercial on... a broadcast network or an Instagram post on our own social platforms or a sound on platforms, such as Tiktok. So, as we tested and as we saw, what were the efficacy of each of those specific two options, we were able to narrow it down to that one. Ahm, tsk, the one winner, I would say or, the, the best selection to, then ultimately launched, as a part of our new visual and brand asset, ahm, identity.

[(6:23)]Kristin: That's, awesome. Obviously, I'm a little biased but... just you know, taking my Veritonic hat off. It sounds like, it's incredibly advantageous to have that kind of data to back up. The decisions, you're making around what kind of audio, you put into market. And knowing that basically, it's going to be a slam dunk, and, and will resonate, ahmm, you know, the way you're looking... for it too, and also kind of justifying from a budget perspective, the, the investment in that and the, that is a channel as a whole if you will.

[(6:54)]Hannah: Yes, absolutely. We definitely saw that. The investment, we wait made with Made Music Studio had a long term KPI, you know, a five to ten year payback. We understand that the more and more, we use it, the better it will resonate with our consumers as a reflective nature or reflective element of the Tostitos brand. When we're looking through, how we spend our budgets, how we allocate resources within ah.. then PepsiCo, we know that things that are long term in nature, might somewhat come with a little bit of a risk, but the assurance...

[(7:30)]Kristin: Yeah!

[(7:29)]Hannah: Is the Veritonic was able to provide, with how strong the brand recall and how strong the brand tonality was, with the competitive set, was really what was able to seal the deal and make sure that we were maintaining our investment and support behind the getting it out to the consumer so that consumer could truly hear it and begin to learn its meaning. 

[(7:52)]Kristin: That makes perfect sense. And so obviously, you know, we, we spoke a little bit about this ad week but you guys are seeing success with this... logo and you're seeing, the lift in terms of intent and favorability and memorability having this audio component, alongside the great visual branding that you guys have. Do you think that this is paving the way or will pave the way for audio to become a larger part of the Tostitos marketing strategy moving forward and if so, in what way? so do you think that you might be, you know, branch out into streaming audio ads or podcast ads, or any kind of additional branded podcast, any kind of additional audio elements?

[(8:33)]Hannah: Tsk, Yes, and we've actually started to touch within those ah... specific spaces that you touched on. Last year, we had a podcast integration on Barstool Sports, for part my take within an NFL program.

[(8:46)]Kristin: And then.

[(8:46)]Hannah: And then we do expect, you know, when we're asking our media partners to bring back plans to, ah, elevate a specific messaging around. You know, a, specicin, specific innovation launch or a specific time of year. We are expecting that audio is a portion of that, that, that we will have ads on streaming, ahmm, audio that we do have integrations further than just, ahmm, podcasts. Even you know, how are we there? Where the sound only space is growing and making sure that Tostitos and then, hopefully Cheetos, in the future as I get more and more ingrained in this brand, can be... one of the four fronts of the food category and how our expression is... understood in the sound only, space. 

[(9:35)]Kristin: That's exciting only, really curious to... kind of see how that plays out and to hear the different elements as they get worked into the strategy moving forward. So, we like to end our podcasts with a couple of rapid-fire questions if you're game for that. 

[(9:52)]Hannah: [smile]Yes. So, fun!

[(9:53)]Kristin: Ok, So.. let's see... I try to give you some good ones here. What was the last thing you bought from a podcast dad?

[(10:01)] Hannah: Tsk, Oh!... actually feel like I buy a lot of things from podcast ads[controlled laughter] because I'm definitely the person who's... always has at least one, aaah, earpod in, is, you know, listening to things as I'm cleaning the kitchen at night or, you know, driving from, ahmm, the office to home and so it, but I believe the last thing that I bought was a haircare, aaahmm, tsk, set from Pros. They were one of those companies, that you know. You go through, the quiz and put your goals in there and, ahmmm, you know, it really spoke to me as the time of my life where, aah, you know, hair health and hair loss is maybe starting to, to hit. So, tsk, ah... that's the last thing I bought.

[(10:38)]Kristin: Well, kudos to them because your hair looks beautiful[laughter].

[(10:41)]Hannah: Oh!..[laughter]-

[(10:41)]Kristin: It's goodbye!

[(10:42)]Hannah [laughter]

[(10:43)]Kristin: Okay and...which podcast host, would you want to have dinner with and why? 

[(10:48)]Hannah: That's also, so fun to think about, as I'm such a big fan of the SmartLess podcast. So, I would wanna have dinner with all three of the hosts. Jason Bateman Will Arnett and Sean Hayes because I love the portion of the podcast so where they're just bantering with each other and, you know, catching up on each other's lives. And I would love to just, you know, be a part of that conversation. I also feel like, they have probably some, you know, good dinner recommendations as they're always talking about the different places, ahmm, that they've eaten and their specific cities. 

[(11:18)]Kristin: I have to say, you stole my answer. That is one of my favorite podcast, as well, and I was thinking of the same thing, aside[phone notification sound]  from begi... an amazing company. I have to thank that, if it was at one of their houses. You would have quite the spread. Knowing that..

[(11:31)]Hannah: Yes!

[(11:32)]Kristin: Are not knowing their different tastes, but different personalities. I feel like...

[(11:36)]Hannah: Oh!

[(11:35)]Kristin: that would really be good

[(11:36)]Hannah: And hopefully we can infuse, hopefully we can infuse some Tostitos chips and dips into that dinner and, you know, have our own social campfire, as we call it with all, ahmm, altogether. 

[(11:47)]Kristin: Hey, it's the snack that brings people together right? I think it would have to be there. 

[(11:51)]Hannah: Yes! 

[(11:52)]Kristin: Okay, well. Thank you so much, Hannah! This has been really, really fun. Always really great to reconnect with you. There's a final question, we like to ask everyone. In case, you have any insight or predictions that you'd like to share, but in general from you know, your perspective. How do you predict audio as an advertising medium will valuable next six months to one year? 

[(12:14)]Hannah: I kind of equate it to how a few years ago... everyone was saying, "Oh! Econ marketing strategy will be a part of everyone's job soon," and that has become true.[laughter] And I feel the same as with, our, our audio strategy is audio is just now expected to be a portion of those plans and a portion of how we communicate and, you know, really connect with our consumers. And so, definitely within the next year, I think it would be, will be a seamless part of, you know, every program that we run at Pepsi.

[(12:44)]Kristin: Most definitely, especially where I feel like, consumers now are increasingly on the go and to your point. I'm also one of those types that always has at least an arrow button and then, you know, regardless of what I'm doing. I feel like it's just one of those ways to organically reach people. So, I definitely agree. Well, thank you again. So, so much always a pleasure ahm... and we hope to have you on again soon and best of luck with everything with the Cheetos brand. 

[(13:12)]Hannah: Thank you! Yes, definitely stay tuned for[deep breath] what will sound like for Cheetos. 

[(13:17)]Kristin: Thank you again, Hannah! 

[(13:19)]Hannah: Thank you!

[(13:19)]Narrator: [background music playing] At Veritonic. We remain committed to helping you get the most out of your audio strategy. If you're interested in learning more about audio research, testing, and measurement. Visit Veritonic.com or contact marketing at Veritonic.com. 

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