Lay's: Redefining connected content to change entrenched behaviours

Shailja Joshi, Riddhi Tiwari, Shailja Dhoundiyal

Snack brand Lay's grew in-home penetration and large pack sales in India using a hero, hub and hygiene model, driven by data.

Campaign details

Brand: Lay's Brand owner: PepsiCo Entrant company: PepsiCo India Holdings PVT LTD Market: India Sector: Savoury snacks, potato chips Media channels: Packaging & design, Point-of-purchase, In-store, Social media, Websites & microsites, Content marketing, Online display, Online videoBudget: 1 - 3 million

Executive summary

Taking an out-of-home brand, in-home through connected content

With COVID-19, life moved inside homes. In-home was ruled by mother’s choice – traditional namkeens, stocked in large packs. Lay’s had to fundamentally shift its largest consumption occasion from out-of-home small packs to in-home...

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