HAVOC

The Situation
For the first time in over a decade, PepsiCo Canada was about to launch a new snack brand nationwide: HAVOC. Targeted to Gen Zs for its intense flavour and unique spin on creativity, HAVOC needed to launch its social media presence with a bang.

The Solution
We crafted the strategy and implemented the brand’s entire TikTok launch from start to finish. To further increase brand awareness of the brand, HAVOC also developed and launched 3 ads during Super Bowl LVIII which celebrated Gen Z creativity, featuring real TikTok creators like Montreal’s @malick.fr and BC’s own @pbjdesign.

To further the brand’s Canadian presence, we coordinated multiple IRL activations where the brand received ample brand awareness in spaces that Gen Z would find “cool". HAVOC became a sponsor at Toronto’s exclusive Friends Only parties, popping up on carts at Billy Bishop Airport, in an igloo at a NYE party, at an abandoned subway station, and as a fake-shelf item at a Grocery Store themed event; while enlisting some of the city’s most influential creators to join the parties and spread the word.

Within 15 months of starting the brand’s social presence from scratch, we had gained over 32.K followers, worked with 20+ creators, and saw a whopping 67.8 million impressions just from our dedicated campaign around the launch of the HAVOC Chaat flavour.