Lay's maxx. Promo brief

1.

LAY’S MAXX PROMO BRIEF 2016
PepsiCo Confidential
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2. LAY’S MAXX PROMO BRIEF 2016 Marketing support

Lay’s MAXX Marketing campaign
TVC,
9 weeks
20’’, 15’’ with promo tag
OOH (non-standard,
brandmauer,
subway tbd)
In store activation
(branding, POSM,
secondaries)
Sampling in Modern
trade
Digital placement
(high reach
campaign, aiming
to lead to promo
website)
PepsiCo Confidential
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3. LAY’S MAXX PROMO BRIEF 2016 TA description and brand positioning

Lay’s MAXX TA and insights
Teens, young adults up to 20, skewed to males EER PC consumers, Millenials and
Gen Z’ers, hungry for life = who value
life experiences more than material goods, who want to live fully, who embrace carpe
diem mindset. They are social, doing verything with friends.
They do not need super extreme experiences to enjoy life.
Self expression with friends is one of the most important elements of their life. Even
when they snack they want to look cool.
Everyday fun:
1. Fun of new experiences, but no extreme (e.g. bungee jumping)
2. Taking from day to day life as much as you can – be creative everyday but not
necessary investing a lot of money in this
3. Enjoy life with you friends, having good time together
4. Releasing spontaneous, crazy ideas
Experiences are much more important than things,
I want to live life fully, carpe diem. Maximize
everyday experiences
PepsiCo Confidential
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4. LAY’S MAXX PROMO BRIEF 2016

Background
Lay’s background
• Lay’s - #1 brand in the world in PC category . You can find it in over 100 countries around the world.
• #1 in Ukrainian market in total since Oct’16. Chips production in Poland by world quality standards.
• Lay’s consumption and equity grow in 2015: the brand boosted both occasional and regular consumption (among younger
consumers mostly)and improved significantly all components of brand power resulting in reaching Lux in Brand Power Score
for the first time
• Competitors’ media activity is aggressively growing.
• TA called pleasure seekers. It means specific mindset that exists in each of us. It’s when we choose optimism and focus on
the positives. When we embrace spontaneity, especially with friends and family.
Lay’s MAXX background
• Lay’s MAXX market share (and volume sales) has been decreased recently due to weak price architecture
• Unclear format architecture (50g is too small, 100g is perceived as a Middle format)
• RTB is not clear enough for customers currently
• Low sub brand awareness and differentiation
Sept’16 – MAXX relaunch
• New pack/price/design will give a reason to re-load Max in retail
• up-sizing (from 50 to 62g, from 100 to 120g)
• re-design (to strengthen visualization)
Solution
• Develop strong support program for relaunch (focus it on consumer communication in Trade)
• Develop breakthrough promo idea with simple but inspired mechanic to drive trial (with codes inside the pack, quantity of
promo packs – 1.7 mln items);
• Tell consumers about the product and its unique shape to Differentiate Lay’s MAXX from Core
• Promo banner on the Pack is the main source to announce the info (make it clear and eye-catching)
• Develop BTL mechanics with sampling that involves, makes WOW effect, high KPIs (reach, conversion) with Focus on TA
(students, teenagers etc), use relevant communication channels with point of sells the product (Institutes, cinemas, etc)
* 2016 Toolkit is attached

5. LAY’S MAXX PROMO BRIEF 2016

Brand Name: Lay’s MAXX
1. Objectives
Business Objective
• Grow Lay’s MAX value share (+0.5pp)
• Increase sales volume (tons) due to
take-off growth (+10%)
Marketing Objective
• Drive MAXX trial
• Drive penetration growth
• Differentiate Lay’s MAXX from Core
Communication Objective
Increase brand awareness among
young TA (TOM)
Highlight the unique shape of Lay’s
MAXX
Within:
• Budget
• Brand positioning
• Campaign timing: Sept-Nov 2016
Project Name: Everyday tastes to the max with Lay’s MAXX
2. Brand Positioning

6. LAY’S MAXX PROMO BRIEF 2016

5. Communication Task
Get Target (Relative to Demand Space):
Target Insight
• Teens, young adults up to 20 skewed to males PC consumers.
Millenials and GEN Z’ers. Hungry for life = who value life
experiences more than material goods, who want to live fully,
who embrace carpe diem mindset.
• DM: Fun times together
• Experiences are much more important than things, I want to live
life fully, carpe diem. Take the maximum from your life!
• Everyday tastes to the max with Lay’s MAXX
To (Reframed Desired Belief or Behavior):
• Choose Lay’s MAX over other snacks
By (Brand Big Idea):
Everyday tastes to the max with Lay’s MAXX because Lay’s MAXX is max ridged and max intense

7. LAY’S MAXX PROMO BRIEF 2016

7. Practicalities
In-Market Timing
Agency Timing
Promo Period Sept – Nov’16
ON AIR Lay’s MAX TV campaign 37-45
week
Digital -37-46 week
OOH – 35-39 week (Sept)
Agency Briefing – 09 March 2016
Presentation - 25 March 2016
Final decision – 28 March 2016
Other Executional Mandatories
-
TOTAL budget 1 300 MUAH for promo + 1 000 MUAH for sampling
Develop breakthrough promo idea with simple but inspired detailed mechanic to drive trial with prize split and explanation,
Develop BTL mechanics with sampling that involves, makes WOW effect, high KPIs (reach, conversion) with Focus on TA (students,
teenagers etc), use relevant communication channels with point of sells the product (Institutes, cinemas, etc)
Keep the activation consistent to current positioning and media campaign
Propose Budget split (prizes, on-line, BTL etc) with relevant KPIs
Budget 1,3MM UAH for promo + 1MM UAH for sampling
8. Approvals
• Global CMO (if Global Brand):
• Sector/Divisional CMO:
• Delegate Approval:
(if delegated by G CMO or Sector / Divisional CMO)
• Project Owner:
PepsiCo
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