Lead Agency: AlmapBBDO
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 a major challenge for 2017: reconnect to its target, at least stop sales from falling further, and return to growth in the long term.
The diagnosis was that the brand was "behind the times." So we moved to completely reposition it, with the following objectives:
- Stop sales from falling.
- Reconnect to the target: teenagers.