Case details
Brand: Lay's
Brand owner: PepsiCo
Main agency: Mindshare China
Main agency holding group: WPP
Market launch: Mainland China
Industry: Food & Beverage
Media channels: influencers (star/celebrity spokesperson, key opinion leader KOL, key opinion consumer KOC), mobile & application APP, online display advertising, news feed advertising, video/micro-movie, social media, events, activities & experiences, Content Marketing, Brand Crossover/Joint Marketing
Budget: 30-40 million
Case Summary
Every summer, Lay's will launch new flavors, kick off the most important campaign of the year, and interact with young consumers through content to increase their favorability....