SITUATION

Lay's STAX has been deeply involved in promoting outing occasions and it is necessary to enhance product awareness and brand affinity among local young consumers.

BRIEF

During the 2023 National Day Holidays, Lay's needed to enhance the visibility of STAX in various channels through thematic brand communication activities and reinforce the connection between the products and the outing occasions.

OBJECTIVES

1.Strengthen young consumers' awareness of STAX and product bonding with outing occasions.

2.Boost STAX product sales.

3.Enhance consumers' brand affinity.

As a new cultural ambassador for Guizhou, Lay's customized a nationwide cultural-heritage-focused program with CCTV by blending traditional craftsmanship and local festivals into an appealing narrative for young people. Meanwhile, we launched three limited edition STAX cans, featuring elements of Guizhou intangible cultural heritage, Miao Silverware (a type of silver ornament), Lusheng (a Chinese traditional instrument), and Batik (a wax-resist dyeing technique). These limited-edition cans established STAX products as the ideal medium for presenting the local culture throughout the consumer's travel experience. We also co-hosted a launch event with the local culture and tourism authority to ignite nationwide enthusiasm for cultural heritage preservation and tourism.