Speaking Native Kurdish for Nowruz

As the years go by, brands are realizing the importance of localization to build brand affinity, engage local communities and increase top-of-mind awareness.

In an unprecedented move, Lay’s decided to celebrate Nowruz with the Kurdish people of Iraq; it offered the audience limited edition Nowruz packages with their 2 favorite flavors, adding a new taste to their spring celebration. Lay's stepped in to express how no market is small, and customers around the globe are equally important.

What Lay’s thought was a small gesture, the people of Kurdistan saw as an act of great recognition!
Not only did the limited-edition pack go on the shelf, Lay’s took the campaign OOH and collaborated with a well-renowned Kurdish singer to write and compose a Kurdish song for the occasion, thus boosting affinity within the community.

Lay’s and PepsiCo at large have clearly understood that the future of brand communications lies in finding a way to integrate communities and communicate with them in a way that is accessible and engaging through a tone they can understand and a look and feel they can identify with. And in achieving that, Lay’s understood that having a strong local partner is the main piece of the transformation puzzle; therefore, they partnered with Brodmann Iraq for this project to take as many local insights as possible and turn them into assets.