Lay's: Mining behavioural data via taste

Shailja Joshi, Riddhi Tiwari, Shailja Dhoundiyal

Snack brand Lay's grew sales of its Sizzlin' Hot chips among Gen Z in India with a data-driven launch that targeted spice-loving thrill-seekers and online gamers.

Campaign details

Brand: Lay's Brand owner: PepsiCo Entrant company: PepsiCo India Holdings PVT LTDIdea creation: In house Market: India Sector: Savoury snacks, potato chips Media channels: Online display, Social mediaBudget: 1 - 3 million

Executive summary

Indians love spicy snacks. Hence, the category was exploding with exceptional growth coming from youth, while Lay’s was lagging. It was an opportune time for us to launch and localise our globally successful platform – Flamin’ Hot.

But localising the product wasn’t enough. Convincing youth to switch...

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