Ramon Laguarta
Analyst · Goldman Sachs
Yes, good morning, Bonnie. Yes, this Ramon. Listen, the advertising levels, I don't think we are maximized on -- [technical difficulty] in the investments. What we think is that the A&M line has opportunities for optimization, especially in what we call, Non-working, and we're working hard on optimizing that part. And obviously, we're working on optimizing the return on investment on the advertising part of the media that impacts the consumer. One of the decisions we took this year was, and if you look at Frito-Lay, for example, or some of our international business, we actually increased our A&M. And the reason for that is that within the formula for success of our portfolio we have to have our large brands growing at a decent pace, at the market level hopefully, and for that we need to keep them modernized, we have to keep innovating on those large brands. But also, we need to invest in the growth spaces of the category where sometimes we need to create new brands. And that requires a well-funded, a kind of support package to get those brands up and running. For example, if you think about the Frito portfolio, obviously we want to grow our Cheetos, Doritos, Tostitos, Lay's, Ruffles at a very good pace, and I think we're doing that. But at the same time we need to build healthier portfolios, some brands like Off the Eaten Path or Smartfoods or PopCorners or Bayer, all those brands need to grow to have a portfolio in the future, the same with our beverage portfolio, with Bubly or with some of the smaller brands we're creating. So, that's how we're thinking about our A&M optimization, obviously on the non-working, get the maximum ROI on the working part but ensure that we can support both the large brands and the smaller future brands in a way that we have a sustainable growth for the future.