Brand owner: PepsiCo China
Lead agency: Mindshare China
Contributing agencies: Carnivo
Industries: Savoury snacks, potato chips
Media channels: Online video, Social media, Word of mouth, influencers
Budget: 1 - 3 million
Potato chips are an impulse buy and are, largely, driven by in-store aisle promotions. But in the age of e-commerce, Lay's had to find way to trigger impulse beyond store aisles.
It used the cracking sound of crisp potato chips as the most potent sensory signal to make consumers crave them, using China's top short-video platform, Douyin.
Lay's posed a humour-filled challenge, where consumers had to lip-sync to a funny audio script with the sound of potato chips. The brand partnered with top celebrities and influencers to make this challenge a hit – and it became one of the most successful campaigns on Douyin, driving millions in engagement and even 1bn in total views.