Favorite Lay's - Tasty Summer!

VIVID: Natalia Boronina, CEO Maryna Shalamova, Head of Strategy Zhanna Gorpynchenko, Account Group Lead Mariia Korotkevych, Creative Copywriter Andrii Bushylo, Influence Marketing Manager Varvara Salikova, Junior Account Manager PepsiCo Ukraine: Olena Kutina, CEO PepsiCo Andrii Hotun, Brand Mktg & Activation Manager, PepsiCo Oksana Sbitnieva, Brand Mktg Assoc Manager, PepsiCo Taisiia Volosova, Brand Mktg & Activation Analyst, PepsiCo Anna Vorobei, Media Execution & Ops Analyst, PepsiCo Lesya Shchigol, Media Strategy & Planning Manager, PepsiCo Diana Demeter, Shopper Marketing Sr Analyst, PepsiCo Other partners: Volodymyr Shynkarenko, Head of Brand & Innovation, OMD Optimum Media Ukraine Hanna Kovpak, Communications Lead, OMD Optimum Media Ukraine Oksana Bieliaieva, CEO, OMD Optimum Media Ukraine Oleksii Kulikov, Director, ANT HILL Alona Bulana, Head of Marketing Group Doner Market, МHP Anastasiia Lyvynets, Head of Marketing Communications Center, МHP

Summer is a battle for 40% of annual sales in the snack category. When competitors tried to lure young people with aggressive discounts, the #1 brand in Ukraine, Lay's, chose the path of a true leader: instead of price wars, we focused on drive and emotions. The brand noticed that despite all today's challenges, Ukrainians consciously choose life and collect small summer joys—spontaneous picnics, street food with friends, concerts. The task was to make Lay's not just a snack, but an inseparable part of this summer vibe. With the idea "Your favorite Lay's makes your summer moments even tastier," the brand jumped from the supermarket's golden shelf straight into people's lives. Lay's was everywhere where summer was buzzing: making people laugh with a bold seagull in TV commercials, pumping the trendy radio hit "Lay’sitto senoritto" in cars on the way to the sea, driving engagement on social media and at large-scale festivals with "ball pits" filled with chips. The absolute game-changer was the food-pairing—a collaboration with Doner Market. We turned chips from an ordinary snack into a full-fledged crunchy street-food ingredient (for burgers and shawarma), creating a completely new consumption occasion that had never existed on the market before. This high-energy approach worked 100%. The campaign reached millions of Ukrainians and brought the brand rapid market share growth built on the real love of the audience. People proved the main point themselves: Got Lay's? Summer is here!