Lay’s Celebrates 20th Anniversary with “Lay’s Smile” Campaign
Lay's, Thailand's best-selling potato chips by Pepsi-Cola (Thai) Trading Company Limited, celebrates its 20th Anniversary in Thailand by launching latest campaign "Lay's Smile" with introduction of a whole new packaging design featuring 27 different smiles. The campaign, which will be supported by integrated marketing activations together with consumer promotion and CSR activities, is aimed at bringing smiles to Thai consumers and letting them be part of passing on theirs to others across the nation.
Mr. Saad Munawar, Head of Marketing – Foods, Pepsi-Cola (Thai) Trading Company Limited, says, "Lay's has been operating its business in Thailand for 20 years. Since our inception, we are fully committed to delivering high quality products and introducing innovations and new flavors to cater specifically to Thais' taste. Thanks to our commitment, Lay's has won the hearts of Thai consumers and has become the top seller in the potato-chip market for decades. To celebrate our success, we are launching our new campaign called 'Lay's Smile', inviting Thais to smile with the deliciousness of Lay's."
Under this campaign, Lay's introduces a whole new packaging design featuring 27 different smiles, aiming to put smiles on faces of Thai consumers. This includes the smiles of adults and teenagers, male and female, with variety of characters such as football player, office worker, and diver. The new range of packaging comes with an assortment of flavors: Original, classic and rock; Extra Barbecue; Nori Seaweed; Hot Chili Squid; Sour Cream & Onion; Sweet Basil; Scallop with Garlic Butter, and Miang Kham. Now Thais can make their smiles with Lay's pack and share them with their beloved ones. The campaign is set to become a phenomenon in Thailand's snack market as it will strengthen consumer engagement by allowing consumers to have fun posing with Lay's Smile packaging.
The Lay's Smile campaign is supported by 360-degree marketing communications led by TV commercial featuring two Thai superstars "Nadech" Kugimiya and Urassaya "Yaya" Sperbund. The advertising campaign under the theme "Lay's Smile…Smile with Deliciousness of Lay's" will also appear in in-store and out-of-home media. These ads depict everyday life situations, from traffic congestion to work-related stress. Yet, those who have Lay's products can always keep smiling thanks to the delightful taste of the Lay's potato chips.
Lay's will also offer the "Smile, Share & Get a Chance to Win" promotion. By posting their photos with Lay's Smile packaging on Facebook or Instagram with #LaysSmile, consumers can easily have a chance to win gold worth THB 100,000 every week. This promotion will run from January 1st to February 29th, 2016.
"Moreover, Lay's has contributed to the society by partnering with three organizations in an attempt to put a big smile on faces of underprivileged children. We provide a fund of THB 500,000 to support free reconstructive facial surgery for 20 children with cleft lips and palate through Operation Smile Foundation. We sponsor the 'Smile Library' project developed by Nation International Edutainment PCL. to provide children books and tales worth THB 300,000 to needy students in eight schools nationwide. Besides, we also provide scholarships worth THB 300,000 in total to 60 orphaned students in 3 violence-affected southernmost provinces through 'Under the Same Sky' project by the Education for Development Foundation. All of these activities are part of our Lay's Smile campaign in which we aim to deliver smiles and happiness to our beloved consumers and thank them all for the overwhelming support that they have given us throughout the past 20 years," Mr. Saad says.
Let's enjoy the deliciousness and spread smiles with Lay's today! "Lay's Smile" is now available at leading convenience stores, supermarkets, department stores and mom-and-pop shops in 27 grams at THB 10, 52 grams at THB 20, 65 grams at THB 25, 75 grams at THB 30, 105 grams at THB 37, and 170 grams at THB 57. Stay tuned for more exciting updates about Lay's Smile at
www.facebook.com/LaysThailand, Instagram: LaysThailand or LINE Official Account: Laysthailand
