Check out Frito's smart, new Web site targeting female consumers.

PepsiCo's Frito-Lay knows snacks. They should. After all, their brands (Lays, Doritos, Cheetos, etc.) dominate their respective categories and store shelves everywhere. But over the years, the company grew vulnerable to changing health and nutrition trends. It also tended to neglect a very important consumer target...females. What to do? Get smart. Frito-Lay's new SmartFood® brand is a healthier snack with higher fiber, lower calories, and other features more in touch with its feminine side.

Good luck looking under your kitchen sink. You'll need it to find the one product capable of meeting most of your cleaning needs. But that's the solution SC Johnson had in mind when they formulated and positioned Pledge Multi Surface® household cleaning products. Smart company. Smart solution. Yes, consumers are looking for simple solutions, or in this case, to "clean more, faster"... as promised by the brand's positioning strategy and tag line.

Buying fine wines can be a risky proposition. Thousands of labels with seemingly zero correlation between quality and price. Hard to know what you're going to get for your investment. Never fear, Domaine Carneros is here...with wine tasting kit, complete with tasting notes and six sample-size bottles. Smart idea. Smart way to generate trial and get consumers into your brand.

Smart brands come in all shapes and sizes. Some even fire on three cylinders...like the Euroborn Smart® car. With a combined rating of 36 miles per gallon, the little package (about as long as your sofa) saves money as well as space. Segmenting the market, Smart® provides a solution for some. Its target: green conscious, space deprived urbanites. For others, Smart® may be an impractical novelty. But whatever the verdict, the brand is being imitated. Toyota's IQ® will soon squeeze onto our shores, hoping that downsizing will upsize the auto market.