Client
Lay’s Stax
Background
War Game and strategy development
Lay’s is a global leading brand in potato chips. Innovation development of brand platforms under Lay's umbrella should allow consumers to enjoy Lay's brand every time they crave for a snack. Lay's Stax was launched into a new territory of cool yet indulgent stacked potato chips to counter Pringles dominance. New approach to brand strategy needed to be developed for long-term brand planning
Proprietary methodology of commercial simulations or War Gaming was offered to brand leaders to assess current Lay’s brand strategies and offset with possible reactions from Pringles. War Game workshop featured Action/Re-Action/Counteraction rounds to understand implications of competitor moves in response to Lay's Stax strategies.
Outcome
Competitive intelligence collected to understand possible competitive moves and reactions to Lay's Stax new strategies
Consumer barriers and drivers are explored for integrated campaign development
Lay's Stax ideas and innitiatives fed into innovation pipeline
Ideas sized for opportunity and feasibility to set the business priorities
Volume and share forecast for Lay's Stax was developed allowing to size the ideas in net revenue, providing internal sales story
