Lay's US: Do Us A Flavor

This case study shows how Lays, a snack brand owned by PepsiCo, adapted a global campaign for the US market to boost customer engagement and grab the attention of millennial consumers.

Lay's US: Do Us A Flavor

Principal authors: Anna Bleers, Matt Sundstrom, Kate Houghton, Elizabeth Brown and Larry Gies, Energy BBDOContributing author: Bridget Angear, AMV BBDO

Introduction

For much of its 75 year history, Lay's had been the dominant player in the US snacks category – but by 2012, the brand was on a troubling trajectory. We took notice of a trend that desperately needed to be corrected -- the Lay's brand was rapidly aging up and failing to gain the attention of America's next generation of snackers – Millennials.

Meanwhile, around the globe the brand was...

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