Welcome to ‘Only in a Woman’s World’ – where women can feel supported in their feelings about diets, beauty, snacking, exercise and body confidence. Marking the launch of Frito-Lay’s first comprehensive effort to reach women and grounded in the spirit of sisterhood, ‘Only in a Woman’s World’ explores what’s top of mind with women today through light-hearted, comical videos, comic strips and interactive online content. Through its multimedia campaign, Frito-Lay is rolling out a portfolio of products developed specifically with women in mind.

“It may sound cliché, but women are different. Science tells us women’s brains are uniquely wired,” said Becky Frankiewicz, vice president, portfolio marketing, Frito-Lay North America. “‘Only in a Woman’s World’ humorously addresses and even celebrates the universal conflicts women feel. At least when it comes to snacking, we want women to know that they don’t have to compromise – they can have their snacks and eat them, too.”  The ‘Only in a Woman’s World’ campaign features four friends – Nikki, Anna, Cheryl and Maya – who humorously experience the ‘that’s so true moments’ all women can relate to. Women can follow the friends’ adventures through comic strips, short webisodes, interactive online games and sharable e-cards, as well as traditional print and television advertisements.  The content is housed on the ‘Only in a Woman’s World’ website (www.awomansworld.com). Frito-Lay also partnered with Glam Media to create a dialogue with real women about their everyday challenges and to give them a place where they can go to unwind and connect with friends.  “Our efforts to connect with women are holistic – from the products we develop, to the packaging, to where women find them in-store, and to the way we talk about the products,” explains Gannon Jones, vice president, marketing, Frito-Lay North America. “We are developing a dialogue with women about relevant issues. Not just on food guilt, but topics like beauty, exercise and self esteem to show women they are not alone in these feelings and they can be okay with them.”

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