LAYS : Brand Story

Group 4

Introduction & Timeline

Current
positioning
strategyWhats the
programme?

November,
2008
Chip and sauce
pack

1995
Launched

May,2008
Fight for your
flavor
campaign

June,2009 New
positioning
platform LaysBe a little
dillogical

With its irresistible taste, international and Indian flavours and

youth-centric imagery, Lays has established itself as a youth
brand and continues to grow in the hearts and minds of its
consumers.

Vision
At Frito-Lay, were all about good fun from making tasty
snacks to get your party started to taking care of our 50,000
employees who know how to find the fun in everyday
challenges. As a proud member of
the PepsiCo family, Performance with Purpose is what we
work to achieve every day.

And to us, that means creating the high-quality snacks our

fans deserve, while caring for our people, communities and
the environment we share.

Brand Identity

Brand Value $12.1 B

#42 In Forbes Worlds Most Valuable Brands
Brand Logo : 3D Glowing Sun
Brand Tonality : Funny, youth centric imagery
Brand Philosophy/Slogan :Pal Banaye Magical
Brand Advantage : 100% Vegetarian(India)

Brand Architecture Branded

House
American Style Cream and
Onion
West Indies Hot and Chilli
Indias Magic Masala

Classic Salted
Indias Lime and
Masala Masti flavour
Spanish Tomato
Tango

French Salt and Cracked

Pepper

Chile Limon Flavour

Lays baked cream, herb
and Onion
Lays baked sunkissed
tomato
Lays Swiss grilled cheese

Lays Baked Original

Salted

Lays Thai Sweet

Chilli

Branding Strategy

Mainly focused on the product. Taste , flavours , aroma

& crispiness are highlighted
The whole experience of eating Lays is also
communicated as event of joy and happiness
The proposition like Be a Little Dillogical or Pal Banaye
Magical is emphasized upon
Lays has been associated as a happy or a fun brand
which stands for simple joys of everyday and for
togetherness
Constant customer engagement with contests and flavor
co-creation too

Fight for your Flavor

Khans Spunky
Pimento
Two flavours Dhonis Balsamic
Blast
shortlisted:-

Be a Little
Dillogical

Pal Banaye Magical

Dilemma: The brand never really found a
sustainable positioning platform ever since
it ditched its " No One Can Eat Just One

The brand decided to experiment yet again with the tagline , bringing in
the new one - "Pal Banaye Magical " meaning " Making Moments
Magical "
" Pal Banaye Magical " sounds good and the creatives can work on this
theme with a variety of stories. But it never comes anyway near to the
brand's original tagline.And these frequent changes in the positioning
doesn't augur well for the brand's overall strength.

Best Buddies TVC 2014

-Youth Connect & Social Media
As part of strengthening the brand philosophy Pal banaye magical,
the potato chip maker plans to make Lays Best Buddies as the
coolest group on campus with the most happening and magical fun
moments.

Conceptualised by JWT, the brand has launched a TVC featuring Lays

Best Buddies, following teaser updates and an exclusive trailer video
on its social networks since January. Interestingly, the ad is being
promoted as episode 1 of Lays Best Buddies Season 2014,
suggesting that there will be additional episodes to this college story.

Best Buddies TVC 2014

-Youth Connect & Social Media

An exclusive trailer video of the ad (projected as an episode) was then shared on

the wall. Titled Lays Best Buddies First Look, the one minute trailer
introduces the group through bits and pieces from the TVC, while bracing up
fans for the season of friendship.
When you think of snack foods and beverages, you cant help imagine a college
canteen or the crowds of students thronging away at food stalls. So the concept
of a cool college gang, the Lays Best Buddies in this ad isnt particularly
exciting. But, the concept of storytelling surely is! The well targeted storytelling
has been well reflected on the brands social platforms too.

Brand Evaluation (BAV Analysis)

Brand Strength

Crispness
Variety
Quantity in a packet
Taste
Availability

Cool
Classy
Imaginative
Trust- worthy
Mischievous

Brand Evaluation(BAV Analysis)

Brand Stature

Visibility
Top of Mind Recall

Culture

Relationshi
p

Harmonistic
Friendship

Brand Prism

Lays IMC

Focus on extensive use of television commercials

As the brand targets mainly the youth the ads feature in
sporting events as well as music channels
Celebrities are featured in almost all of them
Social media promotions are pursued now with the
facebook page having 3.8 M likes

Lays Brand Ambassadors

To reach to a larger base of the population Lays has

relied on celebrities from the world of movies as well as
sports
Most are already in contract with Pepsi Co.
Celebrities are used as per the occasion

Negative Publicity

There has been cases where it was found that duplicate

products were being sold in the name of lays.
Also it is accused that Lays or any other potato chips are
not good for your health and consumption may lead to
obesity.
Demands are being made to put some health related
advice in the package itself.

Recommendations

A stakeholder based approach where they

should promote relatively healthy products like
Aliva and Baked Lays to health conscious
youth & women.
Core features like 100% vegetarian is not
promoted by the brand.
There can be flavor-clutter due to a huge
number of options and one bad experience for
consumer can lead to customer dissatisfaction.
The ads & campaigns have become predictive
and some innovative campaign can be
introduced.

Thank You