Lay's: Smile

Potato chip brand, Lay's, built brand distinction and increased preference in India with its localised take on a global campaign.

Campaign details

Brand: Lay'sBrand owner: PepsicoEntrant company: Wunderman Thompson GurgaonIdea creation: Wunderman Thompson, GurgaonMarket: IndiaSector: Savoury snacks, potato chipsMedia channels: Mobile & apps, Packaging & design, Product placement, Social media, TelevisionBudget: 3 - 5 million

Executive summary

United Flavours of Smile

The campaign created a language of smiles representing each of the different flavours from the Lay's portfolio.

Market background & objectives

Lay's has always been an iconic youth brand., with significant share in the Potato Chips category. However, the category was seeing intense competitive...

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