Campaign details
Brand: Lay'sBrand owner: PepsiCoLead agency: Mindshare ChinaContributing agencies: CarnivoCountry: ChinaIndustries: Savoury snacks, potato chipsMedia channels: Online video, Social media, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Potato chips are an impulse buy and are, largely, driven by in-store aisle promotions. But in the age of e-commerce, Lay's had to find way to trigger impulse beyond store aisles.
It used the cracking sound of crisp potato chips as the most potent sensory signal to make consumers crave them, using China's top...