Sandora (PepsiCo)

Elena Stoyanova, Marketing Director CSD and Snacks, Sandora
Valeriya Rozhkova, Snacks Marketing Manager, Sandora
Anna Prokopenko, Lay’s Brand Manager, Sandora
Lesia Shchygol, Brand Engagement Senior Supervisor, Digital, Sandora

Optimum Media OMD *Lead Agency

Kseniya Mikhaylenko, Strategy Director, Optimum Media Ukraine
Denis Nizovoy, Media Group Head, Optimum Media Ukraine
Natalia Kutsa, Head of Strategic department, Optimum Media Ukraine
Elena Gladirevskaya,_Account Manager, Optimum Media Ukraine
Stanislav Skripnik, Digital Coordinator, Optimum Media Ukraine
Pavlo Lubianyi, Senior Project Manager(«FREE BRAND»), Optimum Media Ukraine

FREE BRAND

One simple “Smile” Idea has united the product, the season, all the marketing tools and micro-moments into the mass campaign. This idea turned into the wholesome brand’s story via cross-media communication with all consumers regardless of their social or demographic signs. Also, it turned into social campaign of park lightning. In result Lay’s became the category growth driver, making the uplift of 8 p.p. in branded chips. Lay’s has grown +22% vs. the same period of 2016 while rest decreased. (*Nielsen sales data, Volume in kg, w/o Private label)