Lay's – Happiness is Simple
Agency: Juniper Park
Section I – BASIC INFORMATION
Business Results Period (Consecutive Months): January 2009 – June 2010
Start of Advertising/Communication Effort: January 7, 2009
Base Period for Comparison: January 2008 – December 2009
Geographic Area Covered: Continental United States
Annual Budget Range: Over $5 million
Section II – SITUATION ANALYSIS
a) Overall Assessment
This is the story of an iconic brand turning its business around and posting unprecedented growth. At several billion dollars in sales, Lay’s Chips is the biggest food brand in the US. It is an icon of American culture, and a staple in over 65 million US households. But under pressure on many fronts, Lay’s sales had been declining for years.
Perceptions of Lay’s had become largely negative – highly processed, containing trans fats – but they were also untrue. We needed to correct the misperceptions. We also needed to do something more significant – reignite consumers’ love for Lay’s as a brand.