“What about replaying life’s most exciting moments?” This was the idea behind Ogilvy Albania’s “Replay” campaign for ELKA’s Replay chips, focusing on the universally relatable first kiss. With Replay chips center stage, the campaign leverages the brand name to evoke the desire to relive this magic. Showcasing the nervous excitement and genuine connection, amplified by sharing Replay chips, the campaign positions the product as the perfect accompaniment to these special moments. It effectively communicates that Replay delivers “What you want”—a catalyst for connection, a spark for romance, and a desire to “replay” the experience. And what a kiss!