Business context: 

Lay’s is an absolute leader in PC segment in KZ, however experiencing pressure due to pricing and competitor`s activity -> Lay`s SOM & Volume decline

Consumer context:

Consumers expect locally relevant novelties even from global brand, but don’t believe that Lay’s can give something special and customized for their market. 

The modern Kazakh style is a combination of traditional Kazakh culture and progressive trends.

We used AI trend to build the unique experience for our consumers that involved them into the world of New Kazakh style created by Lay’s.

With the help of Midjourney we combined the traditional Kazakh ornament and street art aesthetics. We create unique pattern, which become a symbol of New Kazakh style, a symbol of modern national pride. And it became viral!

Consumers in Kazakhstan expect locally relevant novelties even from global brand, but don’t believe that Lay’s can give something special and customized for their market.

To increase Lay’s relevance to consumers via strong emotional connection and drive trial & re-trail we capitalized on the essentials of the NPD itself – giving consumers flavor and experience of national pride via the launch of favorite local dish flavor – Lay's Beshbarmak.

Through communication touchpoints we inspired our consumers and invited them to celebrate national pride by giving the unique experience of modern Kazakh style – synergy of progressive global trends & elements of traditional KZ culture.

Lay`s & AI pattern was used for stylish merch:

1) The main wardrobe for our characters in TVC / Digital SMM content, promo personal on events;

2) Prize fund within National & Customer promo activations.

Also, AI became a platform not only for exclusive custom design, but also a tool to give consumers a unique experience within digital activation «Which Neuro Nomad you are».

Lay`s & AI pattern inspired KZ influencers from different fields - lifestyle, travel, humor, art, design to create unique creative content with pattern.

Opinion leaders showed their vision of the modern Kazakh style by applying patterns, music, and packaging developed by Lay's.

Also Lay`s Beshbarmak Lay`s Beshbarmak has strong offline support. Exclusive design with pattern was used also for all offline materials:

• 3D OOH in the center of Almaty

• Massive national in-store support via placement of creative POSM – in the shape of yurt

RESULTS AFTER 3 MONTHS OF SALES:

The most successful Lay’s NPD in Kazakhstan history

#1 SKU in PC category by offtake

274% – Volume vs Plan

+8pp – aided awareness (94%)

+6pp – trial (89%)

+2pp – Lay’s SOM growth (68,5%)

> 35 million total reach (Kazakhstan population is 20 million)

>10 million earned media reach without any investment

>500.000 social media interactions