Chipsy: 90 Million Smiles

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Campaign details

Brand: ChipsyBrand Owner: PepsiCo International/Chipsy Food IndustriesLead Agency: IMPACT BBDOContributing Agencies: OMD Media DirectionCountry: EgyptIndustries: Savoury snacks, potato chipsMedia Channels: Mobile & apps, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Radio, Social media, TelevisionBudget: 500k - 1 million

Executive summary

As Egypt's only global potato chip brand, Chipsy (Lay's), began losing major market share as local competitors started hitting below the belt by offering more potato chips for a lot less money.

So the solution was for Chipsy to do a promotion, right? But...

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