BRAND: Frito-Lay; PRODUCT: Lay’s

Missed Images:
i) Participant when travels together or with company, prefers to carry something that will fill
their stomach, but should be dry. Trying to avoid heavy and unhealthy food, the convenient
packet of Lay’s needs no preparation, could be carried in a bag, and shared amongst family and
friends in the crowded transport.
ii) The other picture was backbenchers snacking on food. In an overlong session, students feel
the itch to snack. The act of passing the packet of chips without the teacher noticing and eating
those chips without making a sound to not alert the teacher was fun and thrilling.
Sorting task:
The images were grouped according to their attributes described by the participant and their
similarities. The pictures were sorted by, variety, enjoyment, complement, hunger,
characteristics, and journey must-haves. These groups portray the feelings associated with the
pictures by the participant reflecting the product. The participant has associated the brand with
something which will satisfy hunger, something that can be consumed while travelling, is
choosy with flavors and it is something which can be consumed with other types of food.
Most representative:
The person plopped in front of a TV, watching shows without a care in the world. That person
needs a bag of chips. A proper binge watch needs food, that is will not create a mess and do not
needs your attention, and which can be eaten on a long stretch of time without getting cold or
stale. Chips are the best option in that case. Hence, the picture is so indicative of the of the
brand. Letting loose for once feels good. You need the perfect snack for that occasion and there
is nothing better than a packet of Lay’s.
Opposite image:
The least appropriate is the person sitting with craving to eat. Lay’s may take the edge off by
consuming, but still the product cannot usually replace with an entire meal. It is more of a snack
than an entire meal.
Sensory image:
The images where all the flavors are seen is tempting. The mind wanders on to the when was it
the last time that the participant had tasted those flavors. They can remember how good those
flavors smelt.
The image of the person licking his fingers signified all the satisfaction that individual felt having
eaten the bag of chips and that person is looking to get the last ounces of taste which will be
the oiled flavor on the individuals’ fingers. It is a reflex reaction that you just must do after
finishing the packet; at times making you forget that you are in public.
Surface level metaphors: From the interview, the surface level metaphors highlighted were:

 Hunger: The participant described various incidents when he would opt for a packet of
Lay’s over other choices to satiate his hunger. It is a good option for a meal, or a snack
and he would feel satisfied after eating it.
 Taste: Most of the times, participant chose Lay’s just because he missed the taste of it
but was not hungry. The thought of it could make his mouth water.
 Killing time: The participant would go for Lay’s at times simply because he was feeling
bored having nothing to do. This could be about waiting for someone, or your transport
or when he is alone at home with no plans.
 Complimentary snacks: It can be transformed into a snack-meal by adding different
veggies; goes well with other dishes as sides or with liquor too; cold drinks and dips are
a complimentary to it that enhance its taste and makes it more enjoyable.
 Associated with journeys: When preparing for road trips/outings/journeys, the
participant never misses to include Lay’s in his backpack. It is a great snack to take with
you to have it alone or share it with your friends over conversations.

Mental Map: (We need to ask the participant to think "if he was present in any of the pics" and
ask him to explain the situation, whether the entire setup or some people with them)

Deep Level Metaphors: From the interview, following deep metaphors were found to be
associated with the brand:

 Experiment: It seemed that the participant loved to discover new ways to enjoy Lay’s,
inventing different tastes when tried with certain dips(cheese, garlic, barbecue,
mustard); or transformed into a bhelpuri like meal snack (with peanuts, mint and
tamarind chutney etc.) and was tempted to try out new exciting flavors of Lay’s.
 Sharing and affection: It was reflected that if you choose to offer the ‘last chips’ to
someone you’re eating with, you care about the person and it made both happy. It
connects the participant’s with his friends when on an outing or on a drinking night,
during the classroom lectures and with family on a movie night at home.
 Adventurous: The thrill and enthusiasm with which the participant associated the
product with planning trips and outing, highlighted the adventurous side of the
participant.
 Nationality: The Indian flavored Lay’s – Magic Masala was the most preferred by the
participant; emphasizing on his love for spicy Indian food; the other flavors American
Style Cream & Onion and Spanish Tomato flavored Lay’s were disliked.