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Lay's
Football emotions

RAN IN: Russia

CLIENT
PepsiCo Holdings LLC

AGENCY
SUMMARY

This year Lay’s and Lionel Messi gathered the most popular emotions every football fan lives during a match: cheering, screaming, whistling, being in euphoria when your favorite team scored and even cry from happiness. We projected those emotions on Lay’s packs to inspire consumers to cheer on maximum level. We increase market share from 66.4 to 67.3% in monetary terms. We improved Top of mind brand awareness from 24 to 36 and spontaneous brand awareness from 49 to 64. 

CASE VIDEO


Audience: The second largest group were recreational fans - Both genders Skew towards middle class and higher. For them FOOTBALL IS A SHOW AND A REASON TO GATHERThe largest group were Casual viewers - Skew towards females and reaches across all social levels. For them FOOTBALL IS FASHION AND A TOPIC TO SUPPORT

Objectives: Objectives 1. Increase market share (66.4% in April 2018) 2. Increase brand awareness indicators as well as affinity for certain statements in IPSOS BrandHealth metrics.  Current key brand health metrics are below.  February-March 2018 Top Of Mind Brand Awareness  24 Total spontaneous awareness 49 Total Brand Awareness 98 Image characteristic - My favourite snack food 30 Image characteristic - Offers something different than other salty snacks 22  

Type: B2C

Language: English, Russian