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Pringles: Not just another gaming story

Case Study • APG (UK), Entrant, 2021

Pringles, a potato crisp brand, launched a campaign in Europe to stretch the brand into new snack occasions and increase future growth.

What the UK’s HFSS ad ban will demand of brands

Article • Sam Peña-Taylor, Event Reports, Kantar Talks, September 2021

A new set of restrictions on in-store promotions and advertising is set to come into force in the UK, forcing brands and retailers to adapt ahead of the changes – here Kantar experts explore the impact of the new regulations and what to do about it.

Lay's: Heartwork – an ode to unsung heroes

Case Study • Arnab Chaudhari, WARC Awards for Asian Strategy, Shortlisted, 2021

Potato chips brand Lay's launched a unique and unprecedented cross-platform initiative in India to drive engagement and magnify reach by instilling positivity at a time of unprecedented crisis.

Pringles: Dippable baconator

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Pringles, a potato snack brand, launched a strategic and insightful campaign in the US, by partnering with fast food restaurant Wendy's: a brand known for boundary-pushing marketing.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

Cheetos: Can't Touch This

Case Study • Cannes Creative Lions, Grand Prix, Creative Strategy Lion, 2021

Cheetos, a brand of corn puff snack, disrupted the popcorn category and drove household penetration with its new product Cheetos Popcorn.

Pepsi x Lay's: Playing soccer in supermarkets

Case Study • Carl Bou Abdallah, Elina Nambala, Lyoonjoka , WARC Prize for MENA Strategy, Entrant, 2021

Soft-drink brand, Pepsi, and Lay's potato chips created a record-breaking virtual chain of people passing a football to amplify its UEFA Champions League sponsorship in Saudi Arabia.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Pringles: Trapped in Advertising

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Pringles, a crisp brand, launched a campaign in the USA using Rick and Morty to encourage millennials to buy Pringles.

Lay's: Break The Wall

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Lay’s, the potato chip company, boosted its online exposure in China by marketing to both Gen Z and Gen Y at once.

Kellogg's: Snap'd and Stream

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Kellogg’s, an American food manufacturing company, increased customer growth by creating a streaming challenge on Amazon Prime to bring attention to their product Cheez-It Snap’d.

KP Snacks: Skips

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Skips, a crisp snack brand, increased sales and distribution in the UK by redesigning its packaging to focus on its nutritional promise and the tongue tingling sensation of eating Skips.

Lay's: Turning packaging into pop culture

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Lay's, a potato chip brand, created enthusiasm for the brand amongst a youth audience with an influencer-led campaign in India.

Frito-Lay: Leaving a mark

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Cheetos, an American snacks brand, used a Hispanic-dedicated initiative that would reverse decline and improve its relationship with the Hispanic community.

Lay's: Smile

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Potato chip brand, Lay's, built brand distinction and increased preference in India with its localised take on a global campaign.

Data, experience curation, social interaction: PepsiCo’s three trends for the next ten years

Article • Stephen Whiteside, Event Reports, Lions Live, June 2021

PepsiCo, the food and beverage manufacturer, is drawing on three core trends as it thinks about the next ten years.

Lay's: Heartwork

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Potato chip brand, Lay's, created an ode to the unsung heroes of Covid with its Heartwork initiative in India.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

American Pecans: Super safe pecan debate

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

How a zombie drove engagement with Pringles

Article • Brian Carruthers, WARC Exclusive, May, 2021

Snack brand Pringles worked with its partner Xbox and game developer Raw Fury to develop a character for a gaming campaign on Twitch.

Cheetos: Mustache

Case Study • MMA Smarties, Gold, EMEA, 2020

Cheetos, a brand of cheese puff snack, launched an interactive mobile video ad to promote its latest moustache-shaped product in Turkey.

Cheetos: Rock Scissors Paw

Case Study • MMA Smarties, Bronze, Turkey, 2020

PepsiCo, a food and beverages company, launched a gamified campaign across a range of channels to promote its latest Cheetos product in Turkey.

PepsiCo: Five lessons on rolling out a complex, multi-year project in a huge organisation

Article • Sam Peña-Taylor, Event Reports, MRS Impact Conference, March 2021

PepsiCo, the global food and beverage giant, implemented an insights automation platform, Ada, over the course of three years, picking up crucial lessons for marketers and researchers tasked with steering vast projects through to completion.

Lay's: 4 Seasons DOOH and Mobile Banners

Rankings • WARC Media 100, 2021

Crisp brand Lay’s increased market share and awareness in Turkey by launching a geo-targeted campaign that encouraged consumers to snack on Lay’s in the park when the temperature hit 25°C.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.