Lays: Using Crunchy Sounds to Drive an e-Commerce Boom

Lay's, the potato chips brand, increased its e-commerce sales by launching a social-media viral video campaign in which Chinese consumers lip-synced a monologue heavily featuring the chips' characteristic crunchy sound.

Campaign details

Brand: Lays Lead Agency: Mindshare China Region: APAC


Potato chips are largely an impulse buy, driven by in-store aisle promotions. However, as eCommerce has expanded rapidly across the country, less and less customers are going to grocery stores.

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