Creativity Award 2019 Brand Marketer of the Year: Rachel Ferdinando, Frito-Lay
At Frito-Lay, Rachel Ferdinando oversaw the introduction of Doritos Blaze in an epic Super Bowl campaign in which Morgan Freeman and Peter Dinklage go head-to-head in a lip-sync battle in back-to-back ads for Mtn Dew and Doritos. The product was the most successful launch for Frito-Lay in five years, according to IRI sales data. Meanwhile, in another Super Bowl activation, this one for Tostitos, viewers could make their own customized party invites in the style of a Big Game ad. Ferdinando also created buzz around Cheetos with projects like Cheetos Vision, an AI-powered camera that turns the world into Cheetos, and The Flamin’ Hot Spot, a pop-up restaurant with Flamin’ Hot Cheetos-inspired menu items.