ECR 2018

Market Landscape

Strong Local #1 Competitor

Sharing Portfolio in growth but

not as fast as the Competition

Win with retailers &

shoppers to support the

Challenger Brand

However The Summer Unlocked An Opportunity……

The Opportunity

Consumer Engagement Category & Retailer

Opportunity Portfolio Advantage

Crisps & Snacks are the Number 1 food consumed during match time Soft drinks are the Number 1 non-alcoholic beverage of choice

3 Key Levers To Set Us Up For Success

Right Portfolio Football Credibility Shopper Insights

Competitive advantage using our unique portfolio of PepsiCo +

Britvic products UCL Sponsorship Research into shopper behavior in

the run up to Footballing events

Critical 2-3 hour window before match

Safe, familiar purchases for the group

Incremental to weekly shop

Shopper: 2 Different Purchase Mindsets For This Social Occasion

Purchase 2-3 days in advance of the match

Beer, Crisps & Soft Drinks are staple of this at home occasion

Host dictated by ‘safe’ choices – what’s appealing to most

Purchases are made en route to host’s home

More impulsive & indulgent on choice

Shopping for the occasion is mostly enjoyed and not a chore given the social occasion & excitement of the match

Powerful & Disruptive Comms both in & out of store is crucial to impact purchase

Host Guest

Understanding What Motivates The Shopper

Shopper Insights Key Occasions

I am time poor and want

convenience in store to meet

my needs

I like brands that offer a prize that

benefits me or my family

I love football and can relate to what this

brand is talking about

In order to win with the Shopper

we need to tap into their specific

needstates to impact key occasions

The Ambition

Create Locally Relevant Shopper Campaigns, Rooted In Shopper Insights To Amplify And Execute

Both In & Out Of Store

Key Objectives

Grow within Sharing across Walkers KPI: 12% share of Sharing Crisps & Snacks.

Grow within Sharing across Doritos

KPI: 10% share of Sharing Crisps & Snacks

Drive relevance & cut through with our Target Audience – become a ‘top-of-mind’ brand

2 Pronged Campaign Approach to Engage with Shoppers

On Pack Promotion Retailer Exclusives

TTL Support to Leverage the Football

Period

Engaging and Topical

Outdoor Campaign

Strong On Pack Offer

Across ROI & UK

Relevant E-Comm &

social content

Disruptive in store foyer &

aisle displays

A Fully Integrated Shopper Approach

Importance of driving Visibility & Navigation at the Point of Purchase

Key Visibility Hotspot

Creative POS To Disrupt The Shopper

Attractive Price Promotion & Incentive

43% of the category is

driven through

unplanned purchases

(Shopper Intelligence’18)

Display is an important trigger for impulsive purchases

Irish Exclusive to Tesco! Win a “Meet & Greet” with Lionel Messi

How did we attract and navigate shoppers to the category?

Attract

Disruptive POS in Foyer

Engaging with shoppers at point of purchase

Engage

Not only that…we executed across retailers NATIONWIDE throughout the Summer months

Results

Exceeded our RSV target by +17%

Exceeded Doritos Sharing target by:

+7%

Exceeded Walkers Sharing target by

+8%

Exceeded our Competition Entry

KPI by +58%

Top Tips For A Successful Shopper Marketing Campaign

Relevant “Money Can’t Buy” Prizes to ensure shopper

engagement

Tailored in Store Activations to garner better

results & support through a

collaborative approach

A Strong Shopper Insight to create

relevant Campaigns

Strong, disruptive in store POS to

increase visibility at POP