Making people to smile is the essence of the snack power. 'Pop Your Time' is the new slogan of Japan FritoLay. So the campaign aim was focusing that essence, empowering FritoLay brand in Japan.

The smile campaign ran the length of Japan throughout summer. It covered over 2,000 kilometers and got smiles from all over the country, reaching more than 50,000 people. Our goal was achieved. Result: We saw Japanese smiles. (Albeit forced...) But a strange thing happened. Even after they'd finished, they were still smiling. Are these smiles really 'forced'? The answer to that is in their smiles. Yes, snack do... Pop Your Time !