Think Big and Connect to the Max: How PepsiCo (re)connected the Ruffles brand with Generation Y

This paper describes a market research online community (MROC) project undertaken in Turkey by Ruffles, the potato chip brand owned by PepsiCo, in order to develop a campaign that targeted generation Y.

Think Big and Connect to the Max: How PepsiCo (re)connected the Ruffles brand with Generation Y

Tom De Ruyck, Joeri Van den Bergh, Erkan Balkan, Annelies VerhaegheInSites ConsultingAnouk WillemsPepsiCo

Introduction

PepsiCo wanted to (re)connect the Ruffles brand with Turkish youth. During six weeks, a 'Market Research Online Community' (or 'Consumer Consulting Board') was the central hub in which the dialogue between Gen Y, the Ruffles brand team and the advertising agencies of PepsiCo took place. In three sequential stages we moved from generating insights into Turkish youth's everyday life and their...

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