The creative solution had to use the launch of Lay’s new flavors to reignite excitement and emotional investment into the potato chip category where these types of launches are traditionally considered not 'new' news.

A parallel was drawn linking new snack flavors to desirable personality types in today’s young millennials by using the tagline 'Who suits your tastes?'

The personification of these flavors was the emotional hook needed to rally young millennials in debating which personality suits their taste. More importantly their emotional investment in the campaign successfully increased consumption in potato chips and Lay’s.

Rekindling snack lovers’ love for Lay’

• 12 billion online and 282 billion TVC impressions

• 550 million video viewership

• Engaged 31.6 million snack users

•1/5 participation rate amongst those engaged

• Generated over 40,000 pieces of new brand content per day

• 550 million fans on Wechat

Impact on the Business:

• The campaign maintained volume growth figures vs. last year and despite a category

slowdown averaging +11% point higher than entire potato chip category.

• Increased total sales revenue vs. last year by +19%

• Recruited an additional 2.5 million new snack users into the Lay’s brand