Lay's Brand Unveils American Summer Themed Ad Showcasing Consumer Submitted Photos Capturing Simple Moments of Happiness

May 26, 2010

Commemorative Ad Will be Featured in PEOPLE Magazine

PLANO, Texas — Just in time for summer, Lay’s, America’s favorite potato chip, is celebrating the photos that helped create the world’s largest “Happiness Exhibit” at lays.com. After receiving more than 17,000 photos submitted by consumers, select photos have been chosen to be featured in a commemorative American Summer-themed ad featured in the May 31, 2010 issue of PEOPLE magazine.

“We’ve been amazed at the willingness of consumers to share the happy moments they’ve captured in photos,” explains Michelle Rule, director, marketing, Frito-Lay North America. “The American Summer-themed ad is just one of the many ways we are celebrating the consumers who helped us to build the largest online Happiness Exhibit.”

The online exhibit features a growing collage of photos that may be chosen to be featured on millions of Lay’s Wavy potato chip bags sold nationwide. Pictures to be considered for the Lay’s bags can be uploaded now until May 31, 2010. In addition, visitors to the exhibit can also interact with fun applications such as Smile-O-Grams, video e-cards and wallpapers.

To help kick-off the “Happiness Exhibit,” a Lay’s “Simple Happiness” truck traveled around New York City on National Potato Chip Day (Sunday, March 14) delivering 10,000 free bags of Lay’s potato chips to New Yorkers at iconic locations including Times Square, Herald Square, Bryant Park and Central Park.

The Lay’s brand began a repositioning in early 2009 that introduced a new theme line, “Happiness is Simple,” designed to uniquely celebrate the brand, its place in people’s lives and its role in bringing people together for life’s simple pleasures. The campaign highlights the simplicity of Lay's potato chips at a time when consumers are looking for simplicity. The foundation message, “Happiness is Simple,” also echoes the simplicity of the ingredients in each serving of Lay’s Classic potato chips - just potatoes, all-natural oil and a dash of salt.

Frito-Lay North America is the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate Web site, fritolay.com, the Snack Chat blog, snacks.com and on Twitter at twitter.com/fritolay.

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit www.pepsico.com