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Tostitos Is Tapping Into Audio To Build Its Brand.

Audio now makes up between 30% and 40% of any given Tostitos campaign. Sometimes more, according to The brand, owned by PepsiCo’s Frito-Lay division, is making such a big bet on audio because audio works, said Hana Golden, marketing director for PepsiCo’s tortilla chip brands. Tostitos recently implemented sonic branding and a new sonic logo into its cross-channel media campaigns and has been spending more on streaming audio channels, including podcasts.

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