Frito-Lay, PepsiCo Go on Health Kicks

DALLAS Element 79 Partners is developing print ads for Pepsico’s new Smart Spot food products that are designed to appeal to health-conscious consumers.

Among the products that will bear the Smart Spot logo are the snack foods from Plano, Texas-based Frito-Lay. Others will include Tropicana juice, Gatorade, Quaker foods and Diet Pepsi, company officials said.

“Consumers have told us they want simple, clear and positive information to help them identify and consume food and beverage choices that contribute to healthier lifestyles,” said Steve Reinemund, chairman and CEO of PepsiCo, who introduced the campaign yesterday in Plano.

The bright green Smart Spot symbol will appear in the front, lower right corner of packaging. The back of all packaging will explain why the product earned the Smart Spot designation and direct consumers to a Web site that will go online Sept. 1.

Chicago’s Element 79, part of the Omnicom Group, represents PepsiCo brands Aquafina, Gatorade, Quaker foods and Tropicana. The value of the PepsiCo ad campaign was not disclosed. The print ads will appear in national publications, including The New York Times and The Wall Street Journal, officials said.

PepsiCo’s Frito-Lay subsidiary was the first major snack brand to remove trans-fatty acids from its chips in 2003, officials said. Foods pitched to health-conscious consumers accounted for 38 percent of sales in 2003, they said.

PepsiCo, based in Purchase, N.Y., owns 16 brands, each with sales of more than $1 billion. PepsiCo reported 2003 total sales of $27 billion.