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Through its integrated messages, Frito Lay are promoted to target the snack-loving people.
Sporting events are the primary promotional tactic for Frito Lay including the Superbowl and
NBA. Usually, Frito Lay requires spokesperson for the brand and also sponsors events of
various causes. While Frito Lay employs contests, the unit also commits to tie-ins with parent
company PepsiCo Inc and other companies and movie outfits. Using humor is part of the
advertisements also.

Further, in -store promotions are also emphasized wherein share of space is a crucial strategy.
More than 50% of salty snack isles are Frito Lay products. Frito Lay involves itself in the design
of the retail store thus eye-catching displays are one of the strategies apart from displays before
check-out line.


 


Frito Lay communicates its loud image and bold flavor through endorsements, psychographic
usage and popularity usage. Advertisements are existent on TVs, radios, magazines,
newspapers and other printed materials, billboards and the Internet.

  



 








Food conglomerate Frito-Lay is reaching out to Flickr users around the world with a new
campaign. The brand is leveraging the popular photo-sharing website as the destination for its
ongoing ³Happiness Exhibit,´ Lay's is encouraging consumers to upload photos that specifically
exhibit positivity.

The promotion is an extension of Lay's ³Happiness Is Simple´ campaign from 2009, which was
designed to promote the importance of ³life's simple pleasures.´ Lay¶s, of course, posits that
such pleasures are found in a handful of sliced potatoes.

Eager to prove its relevancy in a tech-savvy world, Lay's hopes that upcoming holidays and
springtime bliss will compel consumers to post their happy memories onto Flickr, where the site
has created a section devoted to the promotion. Submitted photos may be published in
upcoming themed issues of People magazine or even on Lay's-branded bags.

Ad agency Juniper Park spearheaded the project. Executive creative director Barry Quinn
explained that potato chips are often enjoyed at events like ³your birthday, when you¶ve got
friends over, or you¶re watching the game, or it¶s the Fourth of July.´ And with the incentive of
being published, Lay's hopes consumers will participate in the branding exercise ± hopefully
with a bowl full of chips on their laps and smiles on their faces.
  

 

 
 


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"

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Following a three month long campaign, the flavours shortlisted are: Cheesy Mexicana, Tangy
Twist, Mastana Mango and Hip Hop Honey & Chilly.

The launch of the four flavours will be supported by a 360 degree communication campaign
tagged as 'bachega sirf tastiest' on TV, radio, print, digital, outdoor and cinema.

The launch of the four flavours will be supported by a 360 degree communication campaign
tagged as 'O
  


' on TV, radio, print, digital, outdoor and cinema. Every hour a
consumer gets a chance to win an iPOD. The lucky voter will be selected randomly through a
digitized process of selection and disbursement.

$"

Lay¶s - world¶s largest and favorite snack food brand, has steadily established itself as an
indispensable part of the ³snacking culture´ in India since its launch in 1995.

Lay¶s, with its irresistible tastes, international & Indian flavors and young imagery has
established itself as a O

O  and continues to grow in the hearts and mind of its
consumer!

Lay¶s covers an array of flavors ± from Lay¶s Classic Salted to Lay¶s American Style Cream n¶
Onion, to Chaat Street flavors - more suited to the Indian taste-buds. We had also launched
Lay¶s Wafer Chips - an all-time favorite. Lay¶s constantly strives to reinvent products to cater to
even the most discerning Indian palates.
Over the years, Lay¶s has been known for its engaging & innovative promotions and campaigns.
The brand known for its ³˜  



 
´ campaign has moved it¶s positioning to
³

  ´ making Lay¶s ±
   O  ! Saif Ali Khan, has been
the face of the brand for over 5 years. He has recently been joined by the captain of the Indian
Cricket Team M.S Dhoni ± both embodying the youthful appeal and energy of the brand.

In 2008, Lay¶s launched a never before ³

 O
  ´ allowing consumers vote for the
flavor of their choice and the flavor with the maximum votes continues in the market. The flavors
have been selected by the Lay¶s brand ambassadors ± Saif Ali Khan and M S Dhoni ± with each
celebrity rooting for the flavor of their choice.

In Nov 2008, Lay¶s 


 is yet another breakthrough innovation by the Lays. The
pack has been launched for cricket lovers to savor the best of the season with this first to
market innovation. Lay¶s Chip-n-Sauce large pack is introduced in two unique flavors Chilli
Chinese with Schezwan sauce sachet and Chatpata Indian with Tamarind sauce sachets inside
the pack.

In 2006,  O



 


O
 O
. These perfectly shaped
bite-sized crisps come in 6 irresistible, international flavors. These crisps are stacked in
shareable tray, in a trendy can! Lay¶s Stax caters to the tastes of the Global Indian citizen, who
has an evolved palate. But don¶t just take our word for it ± go grab your Stax now!

#



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Lay¶s is a ˜ 
 TM product. Lay¶s is made with India¶s best quality fresh potatoes,
simply sliced and cooked in Rice bran oil, and then seasoned with delicious flavors!

Lay¶s also answers the call of the ever growing µhealth-consciousness¶ trend in India. It now has
40% less Saturated Fat, Zero Trans Fats and no added MSG! Frito-Lay potato chips have taken
out 40% of unhealthy saturated fats for you.

the brand offered superior quality compared to the other unbranded snacks there by reducing
the risk to the customer . The crisp and beautifully packed chips were a new experience for the
Indian consumer.

Frito-Lay urges consumers to nominate their 'dillicious' flavours

Frito-Lay has rolled out a multimedia consumer engagement program for its packaged potato
chips brand, Lay's. The campaign, named 'Give us your Dillicious Flavour', aims at creating its
next potato chips flavour with the help of Lay's consumers. The campaign will give the
consumer an opportunity to co-create a flavour s/he likes. The winner will receive a cash prize
of Rs. 50 lakhs and 1% of the sales turnover from the new flavour, which will launched by the
end of May 2010.

Speaking on the occasion, Deepika Warrier (pictured, left), marketing director, PepsiCo (Frito-
Lay India division) said, "Considering the diversity of tastes in our country, the campaign surely
will be exciting, engaging millions of Indians to come and express their individuality, tastes and
choices. Personally, I am keen to see what interesting and innovative flavour ideas India will
give us."

The winners will be selected by a panel of judges headed by celebrity chef Aditya Bal, Anuja
Chauhan, ECD and VP, JWT and Dr. TSR Murali, director, R&D, PepsiCo India.

The TVC for the campaign features Lay's brand ambassador Saif Ali Khan

The commercial begins with Saif getting himself a tattoo on his forearm. When he sees the final
tattoo, he realises that the tattoo artist has tattooed 'kareepatta' (curry leaves) on his arm, which
is the former's favourite flavour. Indignantly, he storms out of the place with a pack of lays,
when he encounters a man with bizarre red and green tattoo over his face, and says 'tomato
chutney'. Similarly, a girl with raw mangoes tattooed all over her says 'Kacchi Ambi'. In the end,
Saif tells all the people to tell Lay's about their favourite flavour, thus informing them about the
campaign.

In the second phase, the four selected flavours will be launched in the market and out of them
one will be chosen as the winner in the final phase. One who gets the largest number of votes
will be judged the winner and take home Rs 50 lakh rupees and 1 per cent of the sales turnover
of the flavour.

To communicate the thought of µGive us Your Dillicious Flavour¶, JWT has come up with a
disruptive visual metaphor that bridges all barriers of language, and cultures across India.

The launch film has Lay¶s brand ambassador Saif Ali Khan being aggressively pursued by
consumers who are body painted as their favourite flavour idea ± kachi ambi or Achaari Baigan
or Chilli Cheese. They pop up at him from everywhere, demanding that he pick their flavour till
he turns around and tells them to not tell him, but to tell Lay¶s.
The thought can be executed into multiple media and is being supported by 360-degree
marketing campaign consisting of television commercials, radio, online, outdoor and print
advertising.

http://www.laysflavourcup.com/

downloadable wallpapers

Last year, PepsiCo India's Frito Lay division asked consumers to suggest a flavour for its Lay's
potato chips. The best workable suggestion would earn the winner Rs 50 lakh plus one per cent
of the sales turnover from the new flavor scheduled to be launched at the end of May this year.
Pepsi's R&D labs will work on developing the flavor based on the suggestions. An executive of
the Frito Lay Division had then said co-creation on this scale with the Indian consumer has not
happened in the FMCG space. ³Today's youth are experimenting with their food; they are not
interested in a one-way communication and want to be interactive,´ she had said. Frito Lay's
earlier campaign, µFight For Your Flavour', which urged customers to vote for which flavor would
stay in the market, was an eye-opener for the company in terms of consumer interactivity and
encouraged it to embark on this programme.

In a bid to take on its archrival ITC Foods, Frito-Lay India has opted for a swadeshi branding
strategy by launching ´#
& ', as part of its flagship snack brand Kurkure¶s brand portfolio.

µDesi Beats¶ is the new age snack from the house of Kurkure using Indian ingredients. ³The
product was launched keeping Indian tastes in mind. The product is targeted at the youth
segment, an all new snack with an Indian twist.

Frito-Lay India used a number of channels to promote its new launch µDesi Beats¶ across the
country. To support its high-voltage television campaign, Frito-Lay will be launching a host of
promotional activities which include radio advertising, outdoor promotion and on-ground
activities.
In their communications, the brand has been positioned as µno fun without desipan¶. To support
the launch, a multi-media ad campaign featuring cinestar Kareena Kapur was launched. The
campaign gained wide publicity in a very quick time.