Lay's Pakistan: Pass a Smile

Snack brand Lay's used a multichannel campaign based on a packaging promotion to increase sales in Pakistan.

Campaign details

Brand: Lay'sBrand owner: PepsiCoLead agency: BBDO Pakistan Country: PakistanIndustries: Savoury snacks, potato chipsMedia channels: Games & competitions, Outdoor, out-of-home, Packaging & design, Public relations, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

Lay's had enjoyed a healthy market share in Pakistan, but suddenly saw its sales growth dip to a worrying 1%. Tasked with reversing the slowdown and achieving double-digit sales growth, a campaign was created around a highly innovative and emotional packaging theme. Designed to uplift the mood of an...

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