Brief:

Client: PepsiCo Lays, Europe

Business Objective: Increase penetration and frequency of consumption by attracting consumers with relevant always-on communication.

Comms Objective: Drive emotional connection and improve Lay’s association with watching occasions, across digital and social.

Solution:

Insight:

With people sending more time at home, especially in front of Netflix, people want to be deliciously distracted and transported out of the day-to-day, into the ‘other world’ of their chosen show or movie.

Product Benefits:

Household name, hard to resist and a crowd pleaser, making it an easy choice for any watching occasion, whether it be solo or shared with family & friends.

Creative Exploration:

Communicating the enriched experience watching with Lay’s can offer, with high impact, visually-dynamic creative, evoking that cinematic feeling and grabbing the viewers attention from the off.

Making Lay’s and watching occasions synonymous, with executions such as:

— Coming Soon - recreating classic movie poster styles to directly associate Lay’s with the movie watching world.

— Opening Titles - pairing the product with instantly recognisable visuals from well-known films, to resonate with film lovers.

— What to pick next? juxtaposing the variety of Lay’s flavours available with different movies genres to tap into the element of choice and personalisation, using a Netflix-esque scrolling screen.

Platforms & Placements: YouTube Bumpers, IG Stories, FB In-Feed.

Using Format