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 Verhaeghe
InSites Consulting
Anouk Willems
PepsiCo

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 aspirations, over testing and fine-tuning activation platforms and campaigns to creating an understanding in the role of social media in brand activation today.