The LAY’S Summer Days Campaign Let Consumers Personalize Their Chips
Katherine Pendrill — February 2, 2016 — Marketing
References: fritolay & packagingstrategies
This past summer, Frito Lay experimented with personalized packaging in the form of its 'LAY’S Summer Days' campaign. Similar to Coca-Cola’s popular 'Share a Coke' campaign, the new LAY'S promotion gave consumers the opportunity to purchase a personalized product.
The LAY’S Summer Days campaign involved giving consumers the opportunity to create a personalized bag of chips with a photo of their favorite summer moment. To customize their bag, consumers had to log on to the brand's website and use the LAY’S Summer Bag Creator. The interactive tool allowed consumers to upload a memorable summer photo and add a custom caption. LAY'S then produced 10,000 of these personally customized bags for consumers. The idea behind the campaign was that consumers would be able to savor their favorite summer moments while enjoying their favorite snack food.
The promotion demonstrates how companies can encourage brand interaction through personalization.
The LAY’S Summer Days campaign involved giving consumers the opportunity to create a personalized bag of chips with a photo of their favorite summer moment. To customize their bag, consumers had to log on to the brand's website and use the LAY’S Summer Bag Creator. The interactive tool allowed consumers to upload a memorable summer photo and add a custom caption. LAY'S then produced 10,000 of these personally customized bags for consumers. The idea behind the campaign was that consumers would be able to savor their favorite summer moments while enjoying their favorite snack food.
The promotion demonstrates how companies can encourage brand interaction through personalization.
Trend Themes
1. Personalized Packaging - Opportunities for brands to engage consumers through customized product packaging and create a unique and memorable experience.
2. Interactive Online Tools - The use of interactive online tools allows consumers to actively participate in the customization process, fostering engagement and brand loyalty.
3. Brand Interaction - Companies can leverage personalization to enhance brand interaction and create a deeper connection with consumers.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore personalized packaging options to create a more personalized and memorable customer experience.
2. E-commerce - E-commerce platforms can develop interactive online tools that allow consumers to customize products, increasing engagement and driving sales.
3. Marketing and Advertising - Marketing and advertising agencies can assist brands in developing personalized campaigns to enhance brand interaction and customer engagement.
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