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. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.