CLIENT
PepsiCo India
1. Akanksha Bahl - Senior Brand Manager
2. Amit Nanchal - Associate Director
3. Sonam Vij - Senior Brand Manager
4. Dilen Gandhi - Sr. Director and Category Head - Foods
AGENCY
1. Sanat Sinha - Manager - Planning
2. Karishma Gupte - Food & Beverage Sector Lead
3. Sumeer Mathur - National Head - Strategy & Planning
4. Sugandh Swani - Senior Account Manager
5. Rinjini Mitra - Senior Account Executive
6. Mahima Kansal - Account Executive
SUMMARY
Lay’s potato chips is a market leader in the snacking category. Unlike previous years, there was no thematic campaign nor flavour launch. All that the brand could bank on was special edition packaging, which in research was seen as polarizing as it broke food packaging codes. Additionally, the brand’s distinctiveness scores were stagnant. We had to enthuse the youth who form our core consumer base. This case outlines the impact of a unique influencer strategy that drove excitement for the new packaging and ultimately went on to create pop culture.
