Win with the best movie duo and Bobonete, in the first national promotion Pepsi and Lay’s, signed by DDB Romania

Cristi Filipescu Ads, Creativity, Digital & Media

Pepsi and Lay’s are two brands always up for fun times together and that have always known how to surprise the consumer, the first national promotion fitting perfectly into these values. All the more since the main character Mihai Bobonete has all the tools to bring a smile to everyone’s face.

Despite the resolutions everyone is talking about, winter is actually about a lot of movies on the sofa where we hide from the cold and bad weather and conserve our energy for sunnier times. Therefore, Pepsi and Lay’s wanted to accompany movie buffs on binge nights.

Thus, Pepsi starts the movies without interruptions, and for this to be possible you have to open a bag of Lay’s, so that the need to nibble something does not stop your movie. This is where the 360 ​​campaign (TV, digital & influencers, in-store, thematic labels for the Pepsi and Pepsi Max PET ranges, activities in eCommerce, cinema, OOH and radio) launched by DDB Romania – Win with the best film duo! which takes place between January 15 and March 31, 2023.

“The film has always been part of the plans of the PepsiCo brands, regardless of whether we are talking about snacks or drinks, being a moment of consumption preferred by most consumers. This year, Pepsi and Lay’s join forces and become the best film duo presented by Bobo, one of the most talented actors in Romania. A concept that gave us the right context to bring the two brands to the fore through a series of online and offline activities, as well as a national promotion with relevant prizes for film enthusiasts,” stated Pepsi and Lay’s representatives.

“When you’re wrapped up and involved in the atmosphere of a good movie, you don’t want anyone to interrupt you. Because of this, Pepsi & Lays support the atmosphere of the movie. The brands become the partners of the film and come to meet the “I would drink something” or “I would eat something good” that appear halfway through the film,” explained Roxana Niță, Creative Director of DDB Romania, the idea behind the campaign.

And to make this support even better, the promotion offers the possibility of winning prizes that go hand in hand with binging – guaranteed a VOYO subscription valid for one month, a smart TV every day along with a VOYO subscription for 1 year and 500 lei per hour for loyal brand fans.

In addition, the creatives at DDB followed the journey of film lovers and attached a strong cinema component to the campaign. It continued in-store and eCommerce where consumer prize activities and promotional materials were developed for the perfect Duo for a movie night – in line with the channel and its specifics. And on TV, space was given to the star Bobo, who always surprises, genuine and full of humor. Everything seems simpler when we’re watching a movie, right?

The teams that created the campaign are:

DDB Romania

Roxana Niţă – Creative Director

Ioana Dobrinescu – Strategy Director

Lorena Morea – Copywriter

Emilian Mocanu – Art Director

Cătălina Biro – Account Director

Bianca Greaca – Account Manager

Marian Mihăilescu – Senior DTP

PepsiCo Romania

Alexandra Burdulea – Senior Brand Manager Pepsi

Cristina Marin – Brand Manager Lay’s

Iuliana Dragomir – CSD Senior Lead România

Vlad Vlădescu – Senior Brand Manager Lay’s

Eliza Calciu Șerban – East Balkans Marketing Manager Snacks PepsiCo România

Delia Corniciuc – Senior Marketing Manager Beverages PepsiCo România

OMD Romania

Răzvan Meirosu – Media Director

Cristina Filipeanu – Media Account Lead

Maria Ilie – Media Account Lead

Alex Zamfir – Senior Media Manager

Irene Derasadurian – Senior Media Manager

Lucian Enculescu – Head of Digital

Anca Boia – Digital Account Lead

Cristina Siminea – Digital Manager

Ana Vieru – Digital Manager

Nicoleta Avram – Media Executive

Diana Dîrlău – Media Executive

Daniel- George Ene – Media Executive

Anca Coman – Media Executive

Luiza Popa – OOH director