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.
This professional campaign titled 'Speaking Native Kurdish for Nowruz ' was published in Iraq in March, 2022. It was created for the brands: Lay's and Pepsico, by ad agency: Brodmann. This Design, Direct, and Print media campaign is related to the Food and Other industries and contains 2 media assets. It was submitted over 1 year ago.
- Advertising Agency: Brodmann – Iraq, Sulaymaniyah
- Communications Director: Suhaila Jabakhanji
- Head of Design: Alaa Khalid
- Kurdish Copywriter: Aso Hawrami