The ubiquitous Lays Brand had an identity problem - they didn’t have one. Post Covid research showed that our consumer had changed. These consumer only want to maintain relationships with their beloved brands which are rooted in authenticity versus perceived perfection. This insight led to our positioning that you can find complete joy... even when everything isn’t perfect, ie, NO MATTER WHAT.

Unlike any Lays messaging before, there are now ‘intentional imperfections’ throughout the creative like blinking in a photo, rain on a picnic, or decorations falling down during the party... which all communicate our position of authenticity.

Our new framework and Brand Eco system leads all of Lays North America’s communications including marketing, packaging, digitals, partnerships, retail, and activations.