Frito-Lay North America, Inc.

Marissa Solis, Sr. VP
Jessica Spaulding, Sr. Brand Director
Melody Macaluso, Brand Director
Lauren Creed, Brand Manager

Dieste, Inc. *Lead Agency

Ciro Sarmiento, Chief Creative Officer
Abe Garcia, Executive Creative Director
Darío Campos, Creative Director
Rodrigo Fernández, Associate Creative Director
John Costello, Executive Producer
Mandy Collins, Group Account Director
Roberto Hernández, Director of Social and Digital Strategy
Erin Clark, Sr. Planning Director
Gustavo Zapata, Head of Art
Marialejandra Urbina, Executive Director of Planning
Daniel Vicente, Sr. Art Director
Ernesto Martínez Barre, Copywriter
Mónica Sánchez, Director of Strategy and Analytics
Alejandro Martínez, Director of Marketing Intelligence
Patricia Vetancourt, Account Supervisor
Gabi Reynolds, Sr. Account Planner
Matias Jaramillo, Director of Digital Initiatives
ArturoLee, Sr. Art Director

VaynerMedia

OMD

Susanna Earnest, Managing Director

Ketchum

Travis Culver, VP, Sr. Brand Lead

It's no surprise that Hispanics have emerged as one of the most powerful and influential consumer segments and only continue to grow. They are critical for maintaining and future-proofing market share, particularly for hyper-competitive categories like snacks. Seizing the opportunity, brands in this category have steadily increased Hispanic marketing spend. For the Cheetos brand, 10+ years had passed since the last Hispanic-dedicated initiative and penetration numbers were declining. By embedding the brand into the Hispanic cultural conversation, the Cheetos brand reignited its relationship and effectively reversed penetration erosion.