CLIENT
PepsiCo Russia
Darya Tebar, Customer Marketing Director
Anna Musaeva, Senior Customer Marketing Manager
Olga Filippova, Customer Marketing Manager
Elena Fedotova, Senior Category Manager
Alina Simonenkova, Cust Mgmt Director X5
FCS "Pyaterochka" (LLC "Agrotorg")
Mikhail Yartsev, Marketing Director
Anastasia Kulagina, Brand Director
Natalia Mishchenko, Media planning manager
Anton Barabanov, Digital marketing manager
AGENCY
Dmitriy Vtulkin, Creative Director
Seven Russia
SUMMARY
PepsiCo faced the task of increasing sales of its juices and dairy products, and Pyaterochka wanted to boost consumer basket size and traffic to its stores. Companies united to find a solution and offered three unique ready-made breakfast sets, that met different consumer lifestyles. The bold decision of PepsiCo and Pyaterochka turned out to be a success: it started a new consumer habit of buying ready-made sets and helped to strengthen PepsiCo's positions in juices and dairy categories.