AK Seifeddine
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Lays

 

Role: Account Manager                    Client: Lays                For: BBDO

 

 
 

Background: Lay’s was developing a new delicacy premium snack that was thicker chips with gourmet flavors and was double the price of regular Lay’s

Brief: Develop the new Lay’s Delight brand (packaging, brand name, flavors, brand strategy, POS material and TV commercial).

Solution: Agency started research on category, and conducted focus groups with Chefs first to determine the flavors to be launched. Flavors, names, packaging designs, and different positioning were tested with consumers. The product was only launched in the UK and Holland markets then under the name Lay’s Sensations. The name that was preferred was Lay’s delight.

The brand was launched with black packaging premium packaging design with three flavors (Sea Salt & Black Pepper, BBQ Sauce with Paprika, and Balsamic vinegar with Oriental Spices)

Lay’s Delight competition was not another snack but the whole confectionary category. The brand was targeted to women and the brand position was “for indulging moments”.