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
Production: Paper Box
Director: Olzhas Bayalbayev
Composer: Arsen Oganesov
Lay’s is the #1 brand in KZ, however, 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 tailored to the specific market.
INSIGHT & STRATEGY:
To build a strong emotional connection with consumers, 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: The national pride trend has 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. The KZ style is a synergy of global trends and elements of traditional culture. We made a video in which the guys, together with the famous Kazakh artist Jah Khalib, create a cool music track combining Kazakh national instruments and trendy samples.
The crunch of Lay's Beshbarmak helped them to do this!
CAMPAIGN RESULTS AFTER 3 MONTHS OF SALES:
#1 SKU in the PC category by offtake
The most successful Lay’s NPD in Kazakhstan history
More than 500.000 social media interactions
More than 10 million earned media reach without any investment