Lay's Flavor for Days Campaign Taps into Groundhog Day
Lima Kalim — July 15, 2024 — Marketing
References: marketingdive
Lay's used a campaign called Lay's for Days on Groundhog Day by showing eight commercials 75 times on ABC. These commercials made up one-third of the Disney network's ads. Each commercial was almost the same to emphasize repetition and took advantage of Groundhog Day.
Stephen Tobolowsky played Ned Ryerson, who was purchasing a bag of chips at the checkout counter, where the cashier would comment on the flavor Ned Ryerson was holding. Each spot featured a different bag of chips. Near the end of the last commercial, Ryerson asks the cashier to let him out (of the loop), to which she responds by saying, "Do you know how many Lay's flavors there are?... You are never getting out of here."
The use of humor in advertising frequently results in better ad recall and more favorable brand perceptions. Featuring a well-known character such as Ned Ryerson from the famous film "Groundhog Day" produces a nostalgic and captivating experience for audiences, which raises the chances of them remembering the advertisements and the brand.
Image Credit: Frito Lay
Stephen Tobolowsky played Ned Ryerson, who was purchasing a bag of chips at the checkout counter, where the cashier would comment on the flavor Ned Ryerson was holding. Each spot featured a different bag of chips. Near the end of the last commercial, Ryerson asks the cashier to let him out (of the loop), to which she responds by saying, "Do you know how many Lay's flavors there are?... You are never getting out of here."
The use of humor in advertising frequently results in better ad recall and more favorable brand perceptions. Featuring a well-known character such as Ned Ryerson from the famous film "Groundhog Day" produces a nostalgic and captivating experience for audiences, which raises the chances of them remembering the advertisements and the brand.
Image Credit: Frito Lay
Trend Themes
1. Humorous Advertising Campaigns - Campaigns that utilize humor tend to achieve higher ad recall and more positive brand perceptions.
2. Nostalgia Marketing - Incorporating familiar characters or themes from popular media can create engaging and memorable ad experiences.
3. Repetitive Marketing Techniques - Repeating similar content can emphasize a message and increase recognition over time.
Industry Implications
1. Snack Food Industry - Leveraging memorable and humorous campaigns can set brands apart in the competitive snack food market.
2. Television Advertising - Innovative ad placements and themes can enhance audience engagement and recall.
3. Entertainment Marketing - Using beloved characters from films or TV shows in ads can attract viewers and invoke nostalgia.
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