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PepsiCo Foods is set to showcase a case study at Advertising Week New York, highlighting their “Groundhog Lay’s” campaign for Lay’s chips. The campaign, created in collaboration with Disney, Maximum Effort, Kimmelot, and OMD, revolved around a time-loop premise inspired by the film “Groundhog Day.” The initiative was a result of PepsiCo Foods’ internal marketing approach emphasizing speed and efficiency. Chris Bellinger, PepsiCo Foods’ chief creative officer, mentioned that the campaign’s success demonstrated the effectiveness of simple mechanics in execution.
Bellinger also shared insights into the evolving role of creativity in marketing, emphasizing the company’s investment in creative roles and the establishment of the internal D3 agency. The agency, initially focused on digital execution, has now evolved into a full-service creative shop, supporting PepsiCo Foods in executing creativity at speed. Bellinger highlighted the importance of trust between brand teams and agency partners in fostering creativity and innovative ideas.
Additionally, Bellinger discussed recent campaigns like the Tostitos NFL initiative and the return of “Crash the Super Bowl” for Doritos. The company is embracing bold and unconventional ideas while also exploring heritage strategies to engage consumers effectively. Overall, PepsiCo Foods aims to create engaging and entertaining content that resonates with consumers in a cluttered digital landscape.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
