Lay’s teamed up with Netflix to reinforce the brand association with in-home, screen-time snack consumption. The mission? To launch three limited-edition flavors inspired by Money Heist: Korea - Joint Economic Area in Saudi Arabia.

Young Saudis (15-35 years) are approximately 43% of the population. They drive the salty snacking category, and are the biggest consumers of video content. Money Heist: Korea is one of the most popular shows on Netflix in Saudi.

To truly connect with Money Heist fans, we had to channel the bold and rebellious spirit of the ‘Resistencia’ into our thinking. Instead of a traditional campaign, we had to do something worthy of a Money Heist Korea episode. So, we asked ourselves ‘What would the Professor do?’

THE LAY’S HEIST

Blurring fiction and reality, we brought the iconic Money Heist characters to the Kingdom and let them heist our own brand, everywhere.

In a daring move, the masked crusaders stole our packs from the supermarket shelves and hijacked our OOH and social media channels—sparking all kinds of crazy fan theories. When the conversation had already exploded, we launched a main film and 3 social media films of Lay's employees revealing their masterplan: the MHK crew had 'snuck into' the Lay’s factory to create the perfect flavors for true Money Heist fans.

That’s how we weaved the show’s storytelling into our launch campaign, positioning Lay’s as the perfect snack to enjoy Money Heist: Korea.

↑ 2% market share

+12pp TOM

580M media impressions

4.1K fan videos posted

12.4M reach

50M organic social media views