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
DIGITAL AGENCY: RAKETA PROJECT
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.
With the help of Artificial Intelligence, we created a digital activation “Which Neuro Nomad you are”.
Anyone could pass a quick test, upload his\her photo and AI would generate which one of 6 types of Nomad you are: Digital, Eco, Altruist, Cultural, Gastro, Music, VIP.
The design and generated photos were really stylish and loved by consumers!
Everyone could participate in the activation by scanning the QR code on the packaging of Lay's Beshbarmak.
Each participant in the digital activation took part in the drawing of elements of a capsule collection of clothing “NEURO NOMAD. AI-GENERATED COLLECTION BY LAY’S”.
RESULTS AFTER 3 MONTHS OF SALES:
>30.000 AI-avatars were created by consumers
#1 SKU in the PC category by offtake
The most successful Lay’s NPD in Kazakhstan history