Campaign details
Brand: Lay'sBrand owner: Pepsico, Inc.Lead agency: Wunderman ThompsonContributing agencies: Mindshare, Edelman, KantarMarket: IndiaSector: Savoury snacks, potato chipsMedia channels: Mobile & apps, Online video, Packaging & deisgn, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
Winning hearts with a smile
Lay's, the market leader in the potato chips category in India, had given competition a blueprint to follow – they were replicating everything that Lay's was doing in terms of flavours and packaging – resulting in a sea of...