Lay's: Happiness is Simple

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2009 – July 2009.
Start of Advertising/Communication Effort: January 7, 2009.
Base Period for Comparison: January 2008 – July 2008.

a) Synopsis of the Case:

This is the story of a huge brand turning its business around and posting unprecedented growth. At several billion dollars in sales, Lay's potato chips is the biggest food brand in the United States. 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 untrue. We needed to correct the misperceptions. But we also needed to do something more significant. We needed to reignite the love for Lay's as a brand.