Instead of showing a monkey image on product packaging, Lay’s designed 6 different “Half Monkey Faces”, each with a different personality, for its 6 classic flavors.

This transformed the product packaging into a media itself.

Consumers were inspired to unlock the playful “monkey-ness” inside all of us. They posed with the packaging and also delivered their New Year greetings with “monkey-themed” phrases we coined for them.

Instead of showing a monkey image on product packaging, Lay’s designed 6 different “Half Monkey Faces”, each with a different personality, for its 6 classic flavors.

A Lay’s hashtag #SayItWithLays was created to encourage young consumers to unlock the playful “monkey-ness” inside all of us and also deliver their self-coined “monkey-themed” New Year Greetings.

The 6 Lay's "Monkey Faces" were launched in both e-commerce and traditional retail channels of Lay's across China since the last week of 2015.

A H5 interaction was made to inspire young consumers to send their New Year Greeting with a Lay's Monkey Face - the H5 story is a celebrity family send New Year Greeting to each other on WeChat with Lay's Monkey Faces and self-coined greeting messages.

The campaign created such a buzz among young consumers that they spontaneously aped their favorite celebrities by posing with Lay’s packaging at supermarkets and other point-of-sales, and sharing their shots on social media.

And best of all, the packaging created a new ritual that allowed consumers to break the ice during the obligatory family gatherings that are part and parcel of this festive season.

Within a week, Lay’s hashtag, #SayItWithLays, was used a record high 110 million times, +38% vs. target.

This campaign drove a sales growth of 11% over the Chinese New Year period, 107% of AOP. This made Lay’s the savory snack with the biggest market share, leaving competitors far behind.