Situation
Frito Lay began a summer taste challenge hitting key retailers and major events –claiming that New Yorkers prefer the taste of Lay’s chips to Wise unflavored chips. In response to their claim, we developed a mobile guerrilla marketing tour targeting Lay’s sampling locations and other high traffic locations such as Yankee Stadium, South Street Seaport, as well as retailers in the NYC area. Assignment - To build brand loyalty and increase consumption
- Resonate that Wise chips is a New York brand
Program Description
Going along with the New Yorkers theme, the “Wise Guys” characters were created to build an emotional link between the product and the consumers. The “Wise Guys” dressed and talked the type giving Wise Chips the New Yorker presence. Consumers answered NY Sopranos trivia related questions for free bags of Wise Chips and “Wise Guys Know New York” t-shirts. Results
Increased in awareness and excitement around the brand. |
