Frito-Lay: Smile with Lay's

Lay's, a crisp brand, promoted joy across the US by releasing limited edition packaging that featured the smiles of real people and encouraging people to take smiling selfies with them.

Background Brief

Creating small moments of joy is megabrand Lay's promise and purpose for tens of millions of fans who trust in the red, white and yellow label to be a burst of bliss in their day. Joy, the brand understands, is a platform that resonates as authentic and meaningful to its fans. If there's anything people can agree upon today, it's that we can all use more joy and reasons to smile. And Lay's is on top of that like salt on a chip. With 90% household penetration, the brand knows it is one of the only brands with...

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