Lay's - Which Lay’s is Yours?

Public Case Summary

Campaign: Which Lay’s is Yours?
Brand: Lay's
Client: PepsiCo România
Lead Agency: Friends\TBWA
Contributing Agency: OMD România

Public Case Summary:
Our goal was to drive excitement for the brand among a wide audience by evoking its sensorial appeal while making sure the 3 different product sub-lines (Lay’s Baked, Lay’s Maxx and Lay’s Classic) are clearly differentiated and targeted to their specific audience segments.

Building on the insight that enjoying Lay’s potato chips is a rich multi-sensorial experience, the campaign recreated this experience digitally by using the right mix of influencers and the ASMR effect in immersive video content.

Team: Sorin Trâncă, Simplification Officer - Friends\TBWA // Nadia Nofal, Junior Digital Analyst - PepsiCo Romania // Adrian Preda, Creative Director - Friends\TBWA // Gabriela Grosu, Media Manager - OMD Romania // Andreea Golban, Group Creative Director - Friends\TBWA // Dana Constantin, Digital Manager - OMD Romania // Fesus Barna, Art Director - Friends\TBWA // Alecsandra Apostolescu, Digital Strategist - Friends\TBWA // Răzvan Mic, Art Director - Friends\TBWA // Andra Nicolescu, Social Media Manager - Friends\TBWA // Luiza Boerescu, Account Director - Friends\TBWA // Gabriela Ionescu, Group Brand Manager - PepsiCo Romania // Dan Șendroiu, Head of Strategy - Friends\TBWA // Mircea Ciubotaru, Brand Manager - PepsiCo Romania // Alexandra Bălăceanu, Junior Brand Manager - PepsiCo Romania // Cristina Olaru, Junior Account Executive - Friends\TBWA // Ioana Popescu, Account Manager - Friends\TBWA // Vlad Vlădescu, Digital Marketing Manager - PepsiCo Romania // Carmen Privache, Media Director - OMD Romania.

Creative Reel

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