Entrant company: PEPSICO INDIA HOLDINGS PVT LTD, India
Why is this work relevant for Strategy & Effectiveness?
Taking an out-of-home brand, in-home
With COVID, life moved inside homes. In-home was ruled by mother’s choice- traditional namkeens, stocked in large packs. Lay’s had to fundamentally shift its largest consumption occasion from out-of-home small packs to in-home and large packs. This called for perception and behavioural shifts.
Using data, every possible cohort and touch point was activated: TV created awareness about Lay’s in various in-home occasions, digital reached to cord cutter cohorts who didn’t have TV and...