Karate: Here to Stay

Mostafa Talal, Seif Elmashad, Hassan Hassan

Karate, a snack brand, launched a campaign in Egypt to increase market share to maintain market dominance, and drive sales.

Campaign details

Brand: Karate Brand owner: PepsiCo Entrant company: Media DirectionIdea creation: Directions Media Cairo Market: Egypt Sector: Savoury snacks, potato chips Media channels: Social media, Online video, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Over the past three decades, the chips and extruded pellets industry has become one of the most competitive in snacks. There is a plethora of choice; from spicy flavours to kettle baked. Standing out in the chips market is very dependent on one thing: being cool....

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