2016 Winners & Shortlists

Brief Explanation

To launch Lay’s Max Xtra into the market and establish a differentiated positioning against our male target by making the product an emotional partner in all male hangouts time (Shella). This builds on the brand’s physical attributes being extra ridged and intense flavored. We conducted a study against males in GCC which revealed that men both single and married, now spend less time with their friends (work load, responsibilities, etc).Given these results, our mission was clear; To remind shellas of what it meant to spend time with each other, going back to a stress-free mode of fun with friends.

Results and Effectiveness

• Lay’s Max share of salty snacks grew from 7.2 to 8.6% , XTRA gained 1.4 share of segment leading to a growth in value share of 1.9 points on total Lay’s Max share of segment. • Brand Love increased by +4 points, Brand I Trust +5 points, Tastes better than other brands +4 points, Has Flavors you like up +5 points • Awareness levels +11%, trial levels up 3.5% • Facebook: 82% of our TA with over 22% engagement • Twitter: 14.07% CTR • YouTube: over 2 million views • SM Interactions: 1,847,574 and 24,141 incremental followers

Creative Execution

The idea was born out of the need to engage and test the “bro bonds” and this gave way to the creative idea called “Bring back the Shella”. The communication strategy was split into 3 parts: 1. Launching the Shella: Through 2TV ads and on social media as we triggered discussions about friendship vs life and responsibilities 2. Testing the Shellas: Taking the idea on-ground to the consumers as we explored how tight friendship bonds still were. 3. Star Shellas: We tailor made a special report to show how Shella bonds are also formed between stars throughout the X-Factor.

Insights, Strategy and the Idea

Our target audience was males aged 20 to 25 who are starting a new stage in their life with work and family, who still enjoy spending fun times with their shellas. Aside from spots, X-factor presence and social media launch tailor made to their preferences, we decided to sponsor and integrate in the show “Driven” on MBC Action having a high affinity of 115 and an average rating of 7.5% against our target. We also decided to be present in the action packed Actionha event which gathers over 20,000 young males having a special section to interact with the fans.