Creating Awareness with Local and Global Celebrities

What would your game plan for a challenger brand be?

In the corn segment under crisps, Patos brand was competing against PepsiCo Snacks’ Doritos brand. In a category where focus and resources were not comparable in any terms, something big and different was needed.

After a successful campaign period with a local celebrity, Beren Saat, Patos raised the bar to another level and worked with a global celebrity, for its new innovation Patos Sticks: Pamela Anderson. 

Apart from the big campaign for a big-bang launch, special projects like Turkey Got Talent partnership, TV Show guest star appearance, Radio Shows and Fan Party were landed to block PepsiCo at every corner. 

Gained 3 ppt market share in the first 3 months, doubled awareness scores leading to highest-ever levels with significant increases in almost every brand attribute. Everything we did resulted in 54M reach and 74M TL coverage in PR.

Brand: Patos | Mondelez            Agency: Draft FCB    |    2012