Lay's US: Do Us A Flavor
Principal authors: Anna Bleers, Matt Sundstrom, Kate Houghton, Elizabeth Brown and Larry Gies, Energy BBDOContributing author: Bridget Angear, AMV BBDO
Introduction
For much of its 75 year history, Lay's had been the dominant player in the US snacks category – but by 2012, the brand was on a troubling trajectory. We took notice of a trend that desperately needed to be corrected -- the Lay's brand was rapidly aging up and failing to gain the attention of America's next generation of snackers – Millennials.
Meanwhile, around the globe the brand was...