Lay's Argentina Invites Users to Make Their Own Chips
Katherinev123 — September 20, 2011 — Marketing
Soon, a vending machine in a Buenos Aires supermarket will allow people to drop in a potato—instead of a coin—to create their own bag of Pepsico Lay’s chips. This innovative campaign for Lay’s Argentina is all about showing consumers how chips are made, merging “sampling with storytelling,” as Ad Age puts it.
The Lay’s Argentina vending machine comprises a series of tubes, as well as flames and boiling water, to show the user the series of steps—from peeling to packaging—a potato goes through to result in a bag of chips. Unfortunately, the actual conversion of the user’s hard-earned potato into a bag of Lay’s chips isn’t real; the vending machine just displays a video showing the process (although it’s a very realistic video).
Nevertheless, this campaign, created by BBDO, is still an innovative one. And, according to Alfredo Della Savia, PepsiCo ConoSur’s brand manager, it helps to fight the recent rumors that Lay’s chips aren’t made of real potatos. What people think they’re actually made from, I have no idea.
The Lay’s Argentina vending machine comprises a series of tubes, as well as flames and boiling water, to show the user the series of steps—from peeling to packaging—a potato goes through to result in a bag of chips. Unfortunately, the actual conversion of the user’s hard-earned potato into a bag of Lay’s chips isn’t real; the vending machine just displays a video showing the process (although it’s a very realistic video).
Nevertheless, this campaign, created by BBDO, is still an innovative one. And, according to Alfredo Della Savia, PepsiCo ConoSur’s brand manager, it helps to fight the recent rumors that Lay’s chips aren’t made of real potatos. What people think they’re actually made from, I have no idea.
Trend Themes
1. Interactive Brand Experiences - Creating interactive experiences like DIY Chip Vending Machines can help brands engage consumers and tell their story in a unique way.
2. Transparency in Food Production - Offering transparent glimpses into the production process can help alleviate consumer concerns and build trust in the food industry.
3. Educational Marketing Campaigns - Using educational campaigns like the Lay's Argentina vending machine can inform consumers about the product's origin and manufacturing process.
Industry Implications
1. Food and Beverage - Food and beverage companies can explore creative ways to showcase their production processes and build trust with consumers.
2. Marketing and Advertising - Marketing and advertising agencies can develop innovative campaigns that combine storytelling and interactive elements to engage consumers.
3. Retail - Retailers can incorporate interactive vending machines or displays to provide unique and engaging shopping experiences.
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