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RAN IN: United States
Frito-Lay North America, Inc.
Rachel Ferndinando, Chief Marketing Officer, SVP
Marissa Solis, SVP
Leslie Vesper, Senior Director of Marketing
Chris Yemma, Communications Director
Ralph Paone, Group Brand Strategy Director
Gisela Saenz, Marketing DirectorKelly Burke, Marketing Manager
Charles Boehler, Senior Counsel (Marketing)
Amanda Corral, Media Director
Esther Brodrick, Media Manager
Brodie Dunn, Director of Strategic Insights
Goodby Silverstein & Partners *Lead Agency
Chris Nilsen, Account Director
Laura Petruccelli, Creative Director
Sara Ward, Executive Producer
Caitlin Neelon, Communication Strategy DirectorMargaret Johnson, Chief Creative Officer
Caroline Cappelli, Associate Creative Director
Ryan Tovani, Associate Creative Director
Rohan Cooke, Creative Director
Leila Gage, Director of Broadcast Production
Alexis Bley, Producer
Brian McPherson, Managing Partner
Meredith Williams, Group Account Director
Casey O'Brien, Account Director
Jenna Duboe, Group Account Director & Associate Director of Account Management
Jordan Lofy, Account Manager
Drew Forrest, Senior Communication Strategist
Ida Persson, Senior Brand Strategist
Judy Ybarra, Director of Business Affairs
Annie Holmgren, Business Affairs Manager
Rowena Cuejilo, Broadcast Traffic Manager
Jeff Goodby, Co-Chairman
Rich Silverstein, Co-Chairman
Doritos Cool Ranch was getting left in the dust. Tastebuds had shifted from “cool” to “hot.” The brand was losing households, and growth had stalled to a southern drawl. By reimagining Ranch—shifting the context from old West to new West and inviting new people to participate—the campaign rocketed Doritos Cool Ranch into culture (#2 SOV on Super Bowl) and created a social challenge with a life of its own (5.8B TikTok views). In doing so we sent the business galloping, outpacing three-year compound growth by 14x and reclaiming households.