Why Ruffles moved its entire ad budget to digital

http://digiday.com/brands/ruffles-digital/

Many brands talk about being digital-first, but Ruffles lives it. PepsiCo potato chip brand Ruffles went from in 2013 spending nearly two-thirds of its advertising budget on television and 29 percent on digital, to spending nearly 100 percent of it on digital. (A small portion of Ruffle’s budget goes toward its in-store displays.)