From Local Charm to Global Crunch: Doritos and Lay's Conquer Cologne's Lanxess Arena

Background and Challenge

The Lanxess Arena, affectionately called "Kölnarena" by locals, stands alongside Cologne Cathedral as one of the city's most iconic landmarks. PepsiCo commissioned us with a unique mission: to brand the food stands in the arena's foyer area in a way that would entice visitors to snack even before events began. The challenge involved designing three different sales points – exterior walls and roller shutters of service windows – to authentically and appealingly showcase the Doritos and Lay's brands while capturing the attention of diverse audiences.

Approach and Realization

The concept centered on creating individual, brand-specific designs for each of the three stands: the "Crunch Kiosk," the "Pommes-Bereich" (Fries Area), and the "Snack-Zone." Each food stand received customized branding that showcased tortilla chips and potato chips at their most appetizing, inviting visitors to indulge in satisfying crunch experiences. The linguistic component proved particularly clever: cheeky phrases in Rhineland dialect and Kölsch appealed to local audiences, while English wordplay delighted international visitors, creating a perfect bridge between regional identity and global brand language.

Results

The newly designed stands proved to be a resounding success, transforming the foyer experience for arena visitors. They not only invited crunching and snacking but created moments for lingering, enjoying, and sharing. The successful combination of appealing design and charming wordplay sustainably strengthened PepsiCo's brand presence in the Lanxess Arena. While the choice between Lay's and Doritos ultimately remained a matter of taste, visitor enthusiasm for the new snacking experience was unmistakably measurable.