Perfect Match: How Lay's Strong Became the Perfect Beer Buddy

Background and Challenge

Lay's Strong –fiery hot chips, perfectly crafted for the ultimate beer experience. But how do you transform a niche product into the natural companion for every beer moment? The challenge was to create a powerful emotional connection between Lay's Strong and beer consumption while effectively reaching a clearly defined target audience.

Approach and Realization

We developed a strategic campaign that strengthens the bond between the brand and beer enjoyment through smart positioning. Emotional comparisons like "Lay's Strong belongs to beer like Sunday belongs to crime shows" formed the creative core of our approach. These memorable messages were delivered through nine custom-crafted video assets featuring bold headlines and compelling visuals.

Distribution was strategically focused on Instagram across multiple formats – ads, stories, and feed posts – precisely where our core demographic of 20- to 35-year-old beer enthusiasts spends their time. Precision targeting ensured maximum impact for every impression.

Results

Success was measurable: A commissioned Brand Lift Study confirmed outstanding performance in the crucial Brand Awareness metric. The campaign successfully anchored Lay's Strong in the target audience's consciousness and established the desired association with beer enjoyment. Mission accomplished – from now on, a bag of Lay's Strong automatically joins every six-pack in the shopping cart.