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...