Lay's Launches New Brand Campaign

February 16, 2009



PLANO, Texas - Lay’s Classic Potato Chips -- America’s favorite potato chip – has launched a new brand campaign with TV, print, and a redesigned lays.com. The campaign introduces a new theme line, “Happiness is Simple,” designed to celebrate Lay’s place in Americana and its role in bringing people together for life’s simple pleasures.

With only three ingredients -- potatoes, all-natural oil and salt -- Lay's Classic potato chips are simple, uncomplicated sources of everyday happiness with no preservatives, cholesterol or artificial ingredients.

"Lay's is about simple pleasures and this is a campaign that celebrates these moments and Lay's rightful place as a proud, iconic American brand," said Gannon Jones, vice president, Portfolio Marketing, Frito-Lay North America.  "The campaign’s goal is to remind consumers of their love for Lay's potato chips while giving them a ‘kiss of permission’ by highlighting the fact that they’re made with just three simple, natural ingredients."

The new campaign highlights Lay's Classic Potato Chips as a permissible pleasure and underscores its simplicity in a day and age where consumers are looking to keep things less complex.  It tells an emotional story, reminding consumers of the connection they have forged with the brand over decades.  The current creative includes two TV ads and three print ads can be found on Lays.com.

The first TV ad, "Fireworks," takes place on a farm where family and friends are gathered.  As everyone assembles, the farm field begins to erupt and potatoes shoot out from the ground.  As the potatoes peak in the sky we see them transform into “fireworks” of potato chips.  The adults and children alike begin to enjoy the potato chips as they float down from the sky.

“Odd Man Out”, takes place in an office setting where an office worker finds himself surrounded by happy blow-up inflatable balloon colleagues enjoying the day.  Longing to find the key to their happiness, he sits alone in the cafeteria when he is presented with a bag of Lay’s Potato Chips and realizes their secret to happiness. He then enjoys the Lay’s Potato Chips and joins the inflatable balloon-people world.

The spots, created by Toronto-based agency Juniper Park, will run nationally on select primetime and other lifestyle programming, as well as stream digitally.  An accompanying print and online campaign will reinforce the "Happiness is simple" message.

"This is just the beginning of a year-long campaign," said Dave Skena, vice president of potato chip marketing. "As the year goes on, we will have additional executions and programs that feature our potato growers, which will heighten the brand's stature and build on our strong business performance."

Frito-Lay North America is the $11 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, N.Y. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.  Learn more about Frito-Lay at the corporate Web site, www.fritolay.com, and the Snack Chat blog, www.snacks.com.