Lay’s ‘Smiles’ Campaign Is Back
After a successful first run, the iconic brand is placing its chips on a selfie-focused packaging campaign.
Jul 22, 2019
ALEXANDRIA, Va.—Last year, Lay’s released limited “Smiles” packages that featured real people grinning. Because it was so successful, the company is doing it again. Marketing Dive says the special bags will hit stores nationwide by month’s end.
The second round of the personalized campaign will feature 32 “Everyday Smilers” working toward improving their communities. Traditional, Wavy, Lightly Salted, Poppables and Kettle-Cooked Lay's will get the happy new look.
The “Smiles” effort was popular on social media last year, prompting 700 people to post selfies with the branded bags. The #SmileWithLays campaign hashtag was featured on more than 30,000 tweets and 10,000 Instagram posts during that period. Additionally, a special Snapchat filter averaged 21 seconds of play time and resulted in 2.8 million shares, or a share rate of 13%, according to Lay's.
Similar to last year, Lay’s will donate $1 million to Operation Smile, which helps provide surgeries to children born with cleft conditions.
Merchandising
