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: LaysLead Agency: Mindshare ChinaRegion: 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.

Thus, our challenge for Lays was set. Drive impulse purchases in an era of eCommerce.

Impulse buys result from craving.

Consumers crave by seeing mouth-watering visuals or smelling fresh aromas.

For potato chips, however, the most potent sensory signal is actually sound – the cracking, crunching, munching of crisp potato chips. Hearing other people munching on...

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