Campaign details
Brand: Lay'sBrand owner: PepsicoEntrant company: Mindshare China, ShanghaiMarket: China (Mainland)Sector: Savoury snacks, potato chipsMedia channels: Online video, Social media, Sponsorship - media,Word of mouth, influencersBudget: 5 - 10 million
Executive summary
Looking to maximise their influence on the largest possible consumer base, Lay's wanted to find a way to connect with both Gen Z and Gen Y.
However, Lay's was facing the same challenge of countless mass audience brands - how do you keep yourself relevant to as wide an audience as possible, knowing that...