Campaign details
Brand: PepsiCo/TawanLead agency: Mindshare ThailandRegion: APAC
Objectives
At the end of 2016, the extruded snack market in Thailand was stagnant at 0.3% growth. However, the Tawan key extrude snack brand from PepsiCo International, has enjoyed strong growth at 9.5%. This is resulted from new product launches in 2016. From brand health tracking, shape of snack is one of key aspects which creates differentiation and drives trial. The launch of Tawan Base with triangle shape and Tawan crab claw with intense real Thai ingredients on a fun shaped claw are proven the success.
In...