Lay's: Crunchy Sounds Challenge

Benjamin Condit, Jerry Perez

Potato-chip brand Lay's used short-video platform Douyin and the sound of chips being eaten to drive e-commerce impulse purchase in China.

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

Executi

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