Campaign details
Brand: RufflesLead Agency: AlmapBBDORegion: LATAM
Strategy
Objective
Ruffles' sales had been falling repeatedly over recent years. And the speed of the decline was only increasing.
As a strategy to block this downturn, PepsiCo began investing in multiple promotions. But as soon as a given campaign ended, sales would slump again.
The result of this behavior was a "product-oriented" brand that only did promotions, ignoring brand equity-based objectives.
This tack only fixed sales problems in the short term, and it ultimately weakened the brand's connection with people.
With all this in mind, Ruffles had...