Initiative beat Carat, Universal McCann and incumbent MindShare, which had handled the brand on and off since 1990, for the assignment. According to Initiative managing director Robert Hsieh, media agencies were asked to present their credentials as well as suggestions to help the brand devise cost-effective media strategies.
Hsieh attributed the new win to the strength of Initiative's media planning and buying recommendations.
Initiative will continue to help the brand to use television as its key promotional medium in order to reach customers aged from four to 30 years.
Frito-Lay is the market leader with over 30 per cent share. Pringles is the brand's chief competitor in Taiwan, where Frito-Lay has invested heavily in new products to ensure it stays in pole position. "In the snack food market, you don't have to wait very long to see the results of a new launch. It takes approximately three months to see results of new products," Hsieh said.
He added that Frito-Lay's frequent launches have helped keep awareness of the brand high in Taiwan.
Frito-Lay to shift Taiwan business after shoot-out
Snack food brand Frito-Lay has appointed Initiative to handle media planning and buying following a four-way pitch.