Lay's Potato Chips

The salty snacks market is notorious for its myriad brands, line extensions, flavours, and snacking variants, each striving to hook consumers with something new.
Agency: BBDO CanadaAuthor: Not credited

Lays Potato Chips

INTRODUCTION

'In revitalising the brand, the goal is not only to generate added sales levels but to have them based upon enhanced equity, a move which involves improved recognition, enhanced perceived quality, changed associations, an expanded customer base and increased loyalty.'

David A. Aaker Professor of Marketing Strategy at University of California at Berkeley.

This is a story of risk and reward. About having the guts to effectively withdraw the Hostess Brand from the market, even though it was Canadas largest snack food trademark and the company's flagship...

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