Campaign details

Brand: Lay's
Brand owner: PepsiCo
Lead agency: BBDO Pakistan 
Country: Pakistan
Industries: Savoury snacks, potato chips
Media channels: Games & competitions, Outdoor, out-of-home, Packaging & design, Public relations, Social media, Television, Websites & microsites
Budget: 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 entire nation, and based on a highly relevant local insight, it used the power of extremely contagious smiles on the packaging – smiles that the consumer could interact with. A first of its kind in experience and package design.