PepsiCo Design & Innovation (USA)
Project Title: Lay’s Smile 2.0 Limited Edition Collection China
Client or Class Name: PepsiCo - www.pepsico.com
Lay’s has always stood for enjoyment on the product level, as the brand has become universally synonymous with good times and celebrations. In China, Lay’s strives to build a stronger perception of enjoyment on an emotional level by becoming a fun part of every single sharing moment, from holiday to every day.
Lay’s Limited Edition Year of the Monkey Campaign packaging launched in early 2016 and was a great success, driven by its unique design, highly engaging content and relevance to the highly celebrated occasion. In the summer of 2016, Lay’s decided to once again bring enjoyment to consumers with a limited edition packaging series featuring ten different playful and iconic smiling faces.
These simple yet highly engaging Lay’s smile packs are more than just a unique design to differentiate from competitors. Happiness for younger generations is not just about fulfilling a big dream but about finding everyday enjoyment. The design distinguishes itself with a new means for consumer interaction—hold a Lay’s smile pack up to your face to create a moment of happiness anywhere, anytime. Lay’s also built a significant social-based brand engagement campaign to inspire Chinese youth to create and share happiness by capturing and sharing their own photos with a pack from the Smile 2.0 Limited Edition Collection.
PepsiCo Design & Innovation