PepsiCo India: From packaging to pop culture: Lay’s Smile Story

LAY'S, a potato chip brand, used its change in packaging to promote the brand and peppered Instagram with photos of people posing with LAY'S Smile packs in India.

Brief summary

LAY'S, one of the most iconic brands, had been going through a quiet period in terms of communication for a few years. The biggest challenge for the PR team in India was the lack of novel and substantial agenda to talk about except a pack. The brand was introducing their Smile packaging to India and we decided to make this

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