Campaign details
Brand: Frito-Lay Brand owner: PepsiCo Entrant company: PepsiCoIdea creation: BBDO Guatemala Market: Guatemala Sector: Savoury snacks, potato chips Media channels: Websites & microsites, Radio & audio, Outdoor, Out-of-home, Sales promotion, Internet - general, Merchandise & free gifts Budget: 5 - 10 million
Executive summary
In Guatemala, while all the players in the snacks category were selling functional attributes, we challenged the status quo by solving something more important: the lack of cultural identity.
To do so, we went against current trends...