Frito-Lay North America: Happiness is Simple

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Frito-Lay
Agency: Juniper Park
Brand: Lay's Potato Chips
Campaign duration: 3 - 6 months
Campaign objective: Change brand image
Campaign objective: Build, defend brand position
Campaign objective: Increase sales, volume
Campaign objective: Increase brand loyalty
Country: Canada
Media budget (USD): 10 - 20 million
Media used: Magazine (consumers), Out of home, Public relations, Internet microsites, In-Store, Online video, Television (broadcast), Television (local), Packaging

Executive Summary