Lay’s: Find your flavour

Lay's, a crisp brand, launched a campaign in China to increase sales and brand awareness and connect the 200 million young Chinese consumers who had moved cities with the taste of home.

Campaign details

Brand: Lay'sAgency: Mindshare ChinaEntrant Region: APAC



Every summer, Lay's releases a new series of flavours. As a part of its 2021 flavour launch, Lay's wanted to connect the 200 million young Chinese consumers who had moved cities with the taste of home. Through this, Lay's wanted to increase sales and brand awareness. 

Nowadays, star power alone is not sufficient to entice today's young Chinese, who prefer content that delivers emotional value. 

Meanwhile, competition among snack brands had never been fiercer: The demand for Chinese snacks continued to rise under consumers' growing favouritism for homegrown labels. On the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands