PepsiCo Russia

Darya Tebar, Customer Marketing Director
Anna Musaeva, Senior Customer Marketing Manager
Evgeniya Sinitsa, Customer Marketing Manager
Valeria Paskalova, Digital Marketing Customer Mgmt
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

BBDO Moscow *Lead Agency

Alexandr Drabkin , Digital Creative Group Head

How to increase sales of Lay’s and Pepsi without price-promos during pandemics when customers avoid visiting the stores and cut their expenses? How to attract attention of people who are spoiled with content while self-isolating? Our recipe is most unexpected combinations at each campaign stage! Amazing new tastes of Lay’s “and Pepsi, celebrities, and an intriguing culmination in which the stars swop their musical styles! A bold experiment helped to sell all supplies of limited editions, grow the market share of both brands and increase traffic to retail partner stores!