PepsiCo Canada brought me on to develop and lead the execution of a bilingual, hyper-targeted social media strategy to launch the expansion of the iconic Magic Masala flavour—previously only available in the Lay’s lineup—into Cheetos and Doritos for the Canadian market. The launch also introduced a refreshed look and feel for Lay’s.

The goal was twofold: to re-engage longtime fans of the Magic Masala flavour and build excitement around the updated Lay’s packaging and new product formats, while also introducing Doritos and Cheetos fans to a bold new flavour available exclusively in Canada.

As part of the Integrated Agency Team, I led the development and rollout of a multi-phased organic social strategy for all 3 brands on Instagram and Facebook, complementing broader paid media and in-store efforts. Early-phase content focused on core flavour and format education, along with key consumer information like timing and where to purchase. We then expanded into occasion-based snacking “moments” to build everyday relevance and drive deeper product engagement.

I managed a team of two—a strategist and a content creator—to ensure all content remained on-brand and thematically aligned across phases. I ensured the content reflected the overall Magic Masala flavour positioning, while also respecting the distinct tone, voice, and feel of each of the three brands involved. I also maintained consistent campaign look, feel, and tone across all social assets. Additionally, I collaborated closely across agency partners to guarantee overall brand alignment across all marketing touchpoints.