Rebeca Johnson, Frito-Lay North America

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Heading frito-lay North America's year-old multicultural team as VP-ethnic and urban marketing, Rebeca Johnson has made a very Latin impact. For years, Frito-Lay and PepsiCo sibling Pepsi-Cola Co. did point-of-purchase promotions together in the general market. At Ms. Johnson's initiative, Fritos and Doritos last summer kicked off "Reventon de Sabor" ("Mega-Party of Fun and Flavor"), a joint Hispanic campaign including TV, radio and grassrootsevents starring popular Puerto Rican singer Chayanne and Mexican singer Lucero. So pervasive was the screen-to-street brand experience that Don Francisco, host of "Sabado Gigante," clutched Doritos and a Pepsi as his studio audience sang to the catchy "Reventon de Sabor" music.

Ms. Johnson, 42, worked with Pepsi's ethnic and urban team and Hispanic agency Dieste Harmel & Partners, Dallas, partly owned by Omnicom Group, to create "Reventon." Now plans are in development to partner with Pepsi to target African-American consumers. "She was the force selling the program within the Frito and Pepsi organizations," says an agency executive. "She's indomitable."

Starting late last year, Ms. Johnson attracted a new consumer group-and incremental sales-by introducing products from Sabritas, a Frito Lay-owned Mexican snack giant. She's aiming the products at the U.S. Hispanic heartland that especially likes the three C's: chili, citrus and cheese flavors.

Until now, Ms. Johnson's career has been in the general market, most recently as Frito-Lay's VP-customer marketing. Although born and raised in New Orleans, she learned Spanish from her parents, who are from Guatemala.

She has her own test market for snacks, with a 14-year-old daughter and 6-year-old twins. "They enjoy coming to the office because they can eat," Ms. Johnson says. "Doritos, Chee-tos. ... We love them all."

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