Lay's has launched a new line extension called 'Baked', which is being pitched as the "perfect snack for young women".
Vidur Vyas, marketing director, India foods, PepsiCo India, said, "We found out that young women (in their mid 20s) usually cut down on fatty snacks like potato chips or control binge eating. These young women also tend to get less impulsive and regular in eating snacks vis-a-vis what they used to, when they were teenagers. That's how we arrived at the Lay's Baked proposition: 'Think Baked when you are unrestrained'. You do not like anything to hold you back, especially when you are having fun with your gang of girls. Now you can have unrestrained fun, to your heart's desire, with Lay's Baked Potato Chips with the much desired license or permission to enjoy, that is 50% less fat."
On the campaign idea, he said, "In the TVC, we creatively amplified the context of young women through interesting behaviour that most women resonate with, that is 'garbled talk', 'being Incoherent yet comprehensible'. The TVCs capture young women indulging in some gossip sessions without any kind of interruption."
In the TVCs, created by JWT India, young urban women are showing conversing (seemingly incomprehensibly) with their mouths full of Lay's Baked, indicating that they can eat the "healthier snack" to their heart's content. The gossip sessions are about another friend's new boyfriend in the first TVC, and about dumping a boy, in the second.
On the media mix, Vyas said, "The launch will be supported by a 360-degree integrated communication, including national TV campaign, print, outdoor and a significant online component that includes social media."
Project: Lay’s Baked
Brief: Greed is Good
Client: PepsiCo India Foods
Creative agency: JWT
Executive creative director: Surjo Dutt
Creative director: Megha Dutta
Art director: Dipankar Mukherji
Production house: QED Films
Director (of the film): Abhijit Choudhary
Post production studio: Pixion
Media used: TV/Print/Outdoor
Media agency: Mindshare