back The premium choice for your gourmet moments
client
PepsiCo
brand
Lay's
market
GCC
sector
Food & Drink
disciplines
Campaign | Shopper | Activation | Digital | Commerce
A new Lay’s product is born. But this time it’s not a new flavor or size, it’s a totally new product level. A premium one inside out.
The task was to grow penetration and acquire more affluent consumers who are looking for a Premium Consumer Experience. To achieve that, we made sure that at each touch-point in shopper, social, digital, in-store, and activations, we opened a door to a new world of indulgence by Lay’s Gourmet.
DISPLAYS
To fulfill our ambition of standing out in Modern & Traditional Trade, our Lay’s Gourmet displays were carefully & beautifully designed to attract, hold, and encourage purchase from our shoppers while maintain a premium look & feel.
No matter the touchpoint, our displays were the first to catch your eye. With a mix of Basic & Premium displays across KSA and UAE, we covered it all. In KSA, our displays were deployed in key outlets across KSA - Jeddah, Riyadh & Dammam. In UAE, the displays were implemented across Abu Dhabi, Dubai, Sharjah, and more.
SAMPLING ACTIVATIONS
Our sampling activation in KSA and UAE was a huge success. We activated In-stores, Outdoors, In-Malls. We also partnered with VOX cinemas. We selectively picked locations that matched our target audience and planned our activities around high traffic times. In 4 weekends, we generated great engagement and sample our new Lay’s gourmet range:
Instore: packs sold 12,260
In mall: Total Customers Contacted / Samples Distributed 16,640
VOX Cinemas: Total Customers Contacted / Samples Distributed 3,952
Outdoor: Total Customers Contacted / Samples Distributed 2,976
