Lays: Smile deke dekho

WPP, a creative transformation company, increased interest in Lays potato chips in India for PepsiCo with a universal dictionary of different smiles for the Smile deke dekho campaign.

The marketing objective

In a highly competitive world of snack category, Lays was a leader in potato chips category. However it was very important to be relevant and trendsetter to stay ahead in the curve. Also Lays being a leader also had a task to grow the PC category within snack category as a whole.

Thus, key objectives for Lays was defined as below

  • Business objective: Faster volume growth than the Potato Chip category in India
  • Communication objectives: Drive brand distinction via flavour variety - target a gain vs. category on distinction (had been dropping for the last 4 years)....

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