NEURO NOMAD. AI-GENERATED COLLECTION BY LAY'S.
Клиент
PepsiCo
Рабочая группа
CREATIVE AGENCY: BBDO CA
Creative Director: Kolya Shkoda
Art Director: Elena Nikulushkina, Alfira Abdalimova
Copy: Yernar Mukaddas, Yersultan Karanov
Design: Eleonora Kist, Aisulu Yensegen
Account Director: Karina Iskhakova
CEO: Yulia Yugay
Задача
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 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. With the help of an Artificial Intelligence App we combined traditional Kazakh pattern with street art aesthetic.
Based on the resulting pattern, we have created a unique capsule collection of merch:
NEURO NOMAD. AI-GENERATED COLLECTION BY LAY'S.
We give away the items of the collection for participating in numerous promotional activities of the campaign.
RESULTS AFTER 3 MONTHS OF SALES:
>80.000 of attempts to win merch
#1 SKU in the PC category by offtake
The most successful Lay’s NPD in Kazakhstan history
