Dive Brief: 

• PepsiCo is running an experiment in marketing with its Ruffles potato chip brand by transitioning marketing budget to nearly 100% digital—up from 29% in 2013. 
• The parent company decided to make an example of Ruffles and experiment with marketing one brand entirely through digital channels. 
• So far the experiment has paid off with 8.9% sales increase in the past year. 

Dive Insight: 

Putting all your marketing dollar eggs in one basket can, and should, be a frightening move. In Ruffles' case it has paid off with sales growth and digital channels that reach its target audience: Millennial males. While it may seem like PepsiCo is making a huge bet, digital encompasses a wide variety of mediums that still cover video, text, and social. Even if TV and print are removed from the picture, Ruffles still has a broad campaign.