Using Behavioural Science to reposition and restage a healthier snacking brand
PepsiCo wanted to reposition and restage its healthier snacking brand Lay’s Oven Baked to drive growth in existing and new markets.
TBA Approach.
BE-audit of existing insights to develop hypotheses.
Repositioning workshop with global stakeholders using BE principles to dissect the restage challenge.
In-context consumer deep dive (US, Turkey, China) exploring target occasion, product experience & positioning platforms.
Multiple cross functional workshops to develop global positioning, product brief & future innovation pipeline.
Behavioural Insights, Interventions & Impact.
We identified the key strategic challenge was to create positive brand anchors and eliminate the sense of deprivation/loss associated with healthier snacking.
TBA's consumer insight unlocked a clear route for the brand repositioning, comms development and pack redesign and also a detailed product redesign brief.
The cross-functional workshops engaged global stakeholders and created alignment on strategic direction - outputs included detailed action plans for the brand re-stage and clear direction for the future innovation pipeline.
The Oven Baked brand re-stage has been hugely successful in driving brand growth globally, winning a PepsiCo ‘Chairman’s Award’ for excellence and impact.