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
Account Director: Karina Iskhakova
CEO: Yulia Yugay
DIGITAL AGENCY: JAS
Alma Urustemova - Account Supervisor
Alena Khegay- Creative Director
Alina Moldakul - Art Director
Yuliya Lyuzgo - Graphic Designer
Alua Ikhsanova - Creative Copywriter
CONTEXT:
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!
PR pre-launch idea: We dropped a rumor via PR that Lay’s is launching chips with Kazakh taste of ‘Sarkyt’ – important tradition and meme flavor in SMM.
And it became viral - EVERYONE started discussing, sharing, guessing, including influencers, driving massive awareness.
The next day we issued a refutation, but promised that the first Lay's in the Kazakh style would still be, but with a different flavor!
And millions of Kazakhstanis eagerly began to wait for the official launch to try the novelty as soon as possible!
RESULTS:
Reach: 5,290,357
Likes: >231,000
Comments: >26,700
Shares: 18,715