For Frito Lay, lollipops aren't just kids play. Targeted to teenagers, their ROCCO lollipops needed to counter the childlike image associated with lollipops when launching in Turkey. OMD understood that to get ROCCO widely accepted, a niche group capable of driving must-have hype first needed to be swayed. With a limited budget, OMD devised a strategy targeting trendsetters, positioning ROCCO as integral to their lifestyle. Insightful trend research led OMD to create ROCCO SPEAK – the distorted way people speak when sucking a lollipop – allowing the target to make the brand their own while playing a central role in its communication. Their media routine was dominated through ads and product placement on selected TV and radio programmes, presence on relevant websites and sampling hit squads on the streets and at ROCCO club nights. The results were amazing – the product sold out in two months sending demand into a complete frenzy, initial sales targets exceeded by 75% and penetration targets by 35%. By only using niche media we stayed 25% under budget and most importantly, ROCCO pops are now the ultimate in street cred!

This campaign won a Gold Lion at Cannes 2004 in the Young Adult category.