Ruffles AmiGO

Ruffles, a brand of crisps, combated declining sales in Brazil by creating a game for teenagers to connect them with the brand.

Campaign details

Brand: RufflesLead Agency: AlmapBBDORegion: LATAM

Strategy

Objective

Ruffle's sales had been falling repeatedly over recent years. And the speed of the decline was only increasing.

As a strategy to block this downturn, PepsiCo began investing in multiple promotions. But as soon as a given campaign ended, sales would slump again.

The result of this behavior was a "product-oriented" brand that only did promotions, ignoring brand equity-based objectives.

This tack only fixed sales problems in the short term, and it ultimately weakened the brand's connection with people.

With all this in mind, Ruffles had...

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