Now in a Solo Pack

PepsiCo has launched a new brand platform in several European markets titled “Now in a Solo Pack,” developed in partnership with creative agency Isla. The initiative introduces a series of single-serve snack formats designed around everyday snacking occasions.

The platform includes individual packs of products such as Lay’s, Doritos, Cheetos, Doritos Bits and Lay’s Oven Baked, positioned through playful “moment-based” formats such as the “Sorry Not Sharing”, “Traffic Jam Rescue” and “I Missed My Bus and Didn’t Care” among many others.

By shifting the focus from the product itself to the moment around it, the campaign reflects modern daily life, from quick breaks to unplanned pauses, where a small pack simply fits the moment.

The rollout includes dozens of short audiovisual assets, along with OOH, print, retail and digital executions, all designed to be quick, snackable pieces of content that mirror the spontaneous nature of individual snacking occasions.

While single‑serve packs are already familiar in some markets, the platform focuses on expanding the occasions and moments when consumers snack, particularly in markets where sharing‑led formats have traditionally dominated.

““Now in a Solo Pack” reflects how we continue to evolve our portfolio in Europe by responding to everyday moments in a simple and relevant way. We’re staying close to how consumers experience our products, showing up in situations they recognize, with formats that fit naturally into how they live their day.” said Paula Marconi, Chief Marketing Officer, PepsiCo Europe Foods.

“The launch of PepsiCo Snacks’ new Solo Pack platform represents a major step for the agency in working for such a diverse region as Europe,” said Ariel Serkin, Rodrigo Grau, Mariano Serkin, and Ricardo John, Partners at Isla.

The campaign will roll out across several Central and Eastern European markets throughout the year, with additional formats and executions planned as the platform expands.