Music needs flavor
Assignment: Though Lay’s is the no 1 potato chips brand in the world, the market share in Sweden is small. The highly competitive market is dominated by strong local players. Our task was to create a relevant summer campaign in order to both build brand love and drive penetration and growth.
Concept: Lay’s big idea is that life needs flavor. But we narrowed it down to one particular part of life. A part of life that both brings and needs flavor. A passion point for our chosen target group and of the consumers’ idea of fun times together. Music.
Deliverables: National campaign in Sweden including in-store campaign, social media, print, campaign site and sampling tour.
Lay’s on tour
Music needs flavor and that’s exactly what Lay’s have brought to the music scene. The summer of 2018 Lay’s went on tour, visiting concerts and festivals all over Sweden. Wherever there was a great music venue, big or small, Lay’s was there. With our fantastic crew and the Lay’s mobile, 40 000 bags of Lay’s where sampled and we met hundreds and thousands of music lovers, at the right place at the right time. The sampling tour was supplemented with a festival ticket competition, social media campaign, directing the fans to the campaign site laysmusic.se.