PepsiCo
CREATIVE AGENCY: BBDO CA
Creative Director: Kolya Shkoda
Art Director: Elena Nikulushkina, Alfira Abdalimova
Copy: Yernar Mukaddas, Yersultan Karanov
Design: Eleonora Kist, Aisulu Yensegen, Ernest Touletayev
Senior Account Manager: Kseniya Zhanokova
Account Director: Karina Iskhakova
CEO: Yulia Yugay
CONTEXT:
Lay’s is #1 brand in KZ, but still Lay`s is a big global brand with unique, but foreign flavors and ads.
PROBLEM:
BUSINESS: Lay`s Volumes and SOM decline due to pricing and competitor`s pressure
CONSUMER: Consumers expect local relevant novelties from brands and don’t believe that Lay’s can give something customized for their market.
INSIGHT & STRATEGY:
To build strong emotional connection with consumer, improve Brand KPIs
By:
1)Conveying consumers of Lay’s irresistible great taste via THE 1ST LOCALLY RELEVANT NPD with the most favorite flavor of Kazakhs – Beshbarmak (traditional meat dish)
2)Developing locally relevant communication to be emotionally closer to our consumers
INSIGHT: National pride trend become very popular in KZ, it is the most reflected in Kazakh modern culture and style – music/art/ fashion
EXECUTION:
Campaign Slogan: MEET LAY'S IN NEW KAZAKH STYLE!
Campaign idea: The modern Kazakh youth culture can be described in one word - STYLE, KZ style is a synergy of global trends and elements of traditional culture. In order to show consumers that we understand them and to help them become involved with the trend, Lay’s will become the ambassador of this culture.
THE MOST POPULAR AI APP MIDJOURNEY BECAME OUR MAIN TOOL FOR MIXING THE GLOBAL TRENDS WITH LOCAL CULTURE.
RESULTS AFTER 3 MONTHS OF SALES:
#1 SKU in PC category by offtake
The most successful Lay’s NPD in Kazakhstan history
>500.000 social media interactions
>10 million earned media reach without any investment
> 35 million total reach