Chip fans aren’t a monolith. And so PepsiCo Canada is launching Havoc, a new chip brand that offers unique combinations of flavours and textures. To mark the arrival of the new product – which is PepsiCo’s first new brand launch in more than a decade – it has erected a monolith.
Havoc’s marketing includes a 15-foot monolith that appeared without explanation on Nowhere Island in Ontario, with it opening to reveal the first surprising Havoc flavours: Fiery Lime Flavoured Rolled Tortilla Chips, Smoky Nacho Twisted Corn Chips and Bulgogi Blaze Flavoured Potato Chips.
Leap Day was chosen as the launch day because it feels like a quadrennial glitch in the calendar, says PepsiCo Foods Canada CMO Jess Spaulding, adding to the chaotic nature of Havoc’s branding.
“We knew that we had to bring something to life that was inspired by some of the favourite flavours from different type of cuisines we see across Canada,” adds Spaulding. “We had to have complexity and hit on multiple notes in the palette of Canadians to have a really diverse and interesting flavour that had intensity but not just straight spice.”
Vocabulary developed the Havoc campaign with OMD Canada handling media, Edelman Canada overseeing PR, and Shakermaker and Passionfruit working on social media.
With Havoc, PepsiCo is looking to entice Gen Z Canadians. The brand’s name was inspired not just by the attempt to craft bold flavours for its products, but also by how the generation has experienced chaotic world events throughout their lives, Spaulding says.
“The amazing thing about these consumers is they remix, they reimagine different things in their life to really show their creativity, show a bit of control over the world around them. That’s really what the brand stands for,” Spaulding says.
Havoc was first teased by PepsiCo Foods with three 10-second spots that aired during this year’s Super Bowl broadcast. The company is also adding a big social media push behind Havoc, by partnering with Canadian social media creators, and directing viewers to its own TikTok channel, “Channel Havoc.”
With files from Strategy.
