Lay's: Lay's Strong Digital Campaign "Perfect with Beer"
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The Challenge
Lay's Strong – spicy premium chips with clear USP – needed more awareness to break out of its product niche. The brief: build an emotional bridge between beer consumption and snacking while activating the highly specific target group of 20- to 35-year-old beer drinkers.
Our Solution
We developed an attention-grabbing mechanism with cultural comparisons: "Lay's Strong belongs with beer like 'Tatort' belongs with Sunday." We delivered these memorable messages through nine tailored video assets with distinctive headlines. Distribution was precisely targeted via Instagram – ads, stories, and feed: exactly where our core audience lives. Strategic targeting ensured maximum relevance for every impression.
Results
Brand Lift Study confirmed significant increase in brand awareness
Strong association established between Lay's Strong and beer consumption
Behavioral change measurable in retail: higher take-along rates with beer purchases
Lay's Strong successfully broke through the niche barrier
Proof-of-concept for a communication strategy that successfully catapulted a niche product into the mainstream.
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