lay's brandnew

Taste of Russianational promo-campaign

Home made Letcho Potato with dill and butter

1000 000votes by Russian people

The challenge was ambitious:

Casting videosAs a first step of our campaign

we leaked some

with fake ‘Taste of Russia’ pretenders

Website and YouTube channel

Then we’ve launched voting platform on the

with growing jackpot number

Vote for new taste of Russia

With simple mechanics:

and guess how many votes will get the winner

And there was a trainthat crossed our country in 10 days receiving Skype calls on its way

Support your favourite taste

To increase engagement we started competition:

by showing your own talent!

1351 518votes during whole campaign

So, we get incredible engagement numbers of

6+ mioviews on

15+ miocoverage on

71mioof free PR

Meet the new taste of Russia!

Documents