100-Year-Old Pretzel Brand Finds Its Digital Voice

Rold Gold's marketing vp talks tactic twist

Rold Gold reinvented its pretzel and its marketing strategy. With its new Pretzel Thins, the nearly 100-year-old Frito-Lay brand decided to have a little fun for its first major ad campaign since the 1990s, said Ram Krishnan, vp of marketing.

Previously, Rold Gold had a minimal presence on Facebook and Twitter. But then it produced this pretzel-mation soap opera it called House of Gold, starring its new product.

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