Lay's: Break The Wall

Snack brand Lay's connected TV and social media to win attention and brand love across China.

Campaign details

Brand: Lay'sBrand owner: PepsiCoLead agency: Mindshare ChinaContributing agency: CarnivoMarket: ChinaIndustries: Savoury snacks, potato chipsMedia channels: Online video, Social media, Sponsorship - media, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

Looking to maximise its influence on the largest possible consumer base, snack brand Lay's wanted to find a way to connect with both Gen Z and Gen Y in China. However, it was facing the same challenge as countless mass audience brands – how do you keep yourself relevant to as...

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