SSI Network | Brand Impact’s PepsiCo Summer festival activations in Sweden
PepsiCo sought to give an impulse to one of the brands in their large portfolio of renowned names. The focus of this summer festival activation was Doritos, globally known for their triangle-shaped tortilla chips. Brand Impact, SSI Network’s Swedish member was responsible for planning, synchronizing and conducting all these activations. The main objective? To enhance brand awareness of new Doritos flavours in Sweden.
“Summer festival activations at Loolapalooza, WOW and So 90s.”
Summer festival activations
PepsiCo’s task for the Swedish SSI team was to highlight new flavours of Doritos tortilla chips. Festival grounds are the perfect hotspot to display and sample these products, especially to a large group of people in a younger age range. Brand Impact handpicked ambassadors and educated them in the demanding task of festival conducts. These ambassadors were trained to represent Doritos in every way. The products activations were scheduled for festivals like Loolapalooza, WOW and So 90s.
Naturally, the handling of POSM (Point of Sale Materials) was in our hands as well. Logistics like transportation, mounting and packing for brand promotion were handled by our local network of warehouses. Thanks to this network, we were able to tackle the limited budget. Local staffing and synchronizing logistics through the warehouses minimized the costs of shipping and execution. In addition, we optimized the scheduling hours to minimize ambient periods during activations.
Traffic to SoMe platforms
The results of our efforts during these festivals increased traffic to the brand’s SoMe-platforms. Furthermore, we generated live interactions and fulfilled the main objective: to let as many as possible discover the new flavours of Doritos.
The brand awareness campaign was fruitful thanks to the strong local presence of Brand Impact, but also the strong teamwork that persisted throughout the entire runtime of the campaign.