Watch: Why embrace a crazy election year? Frito-Lay's CMO explains

Doritos is tying a branded promotion to a presidential election for the first time this year. Jennifer Saenz, the company's North American SVP and CMO explains why.

Doritos has formed a partnership with Rock the Vote to increase voter registration among eligible young voters and to show the U.S. that "the boldest choice is to make a choice."

This marks the first time the brand is tying a promotion to a presidential election.

Frito-Lay North America SVP and CMO Jennifer Saenz stopped by PRWeek’s offices in New York to discuss Doritos’ Boldest Choice campaign and how brands should tie themselves to a contentious presidential election.

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