Campaign Chemistry Campaign Chemistry: Lay’s and Quaker global VP of brand Ciara Dilley
How do you retain the heritage of a legacy brand while keeping it fresh for a new generation of consumers?
That’s the challenge Ciara Dilley tackles every day in her role as global VP of brand at Lay’s and Quaker, two iconic snack brands under the PepsiCo umbrella. This year, that work has manifested in a global brand refresh for 150-year-old Quaker and an investment in women’s soccer for 92-year-old Lay’s.
In this episode, Dilley chats about how she manages the two brands globally while allowing them to adapt to their local markets, and shares why she thinks global corporations have a responsibility to give back to their communities, whether or not purpose marketing is in vogue.
Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.