Lay's Chip Bags Reveal a Hidden Design in Ultraviolet Ink

By: Laura McQuarrie - May 22, 2015
References: adage & fritolay
Knowing that a potato chip bag is a must-have for picnics and afternoons spent at the beach, this year Frito-Lay found a way to surprise and delight consumers who take its products on exciting summer adventures.

Before being exposed to the sun, the Lay's bags have the same familiar and bright design as ever. But after spending some time in the sun, a secret design in ultraviolet ink is revealed, showing a plate, a picnic basket and other familiar elements of eating outdoors.

While heat-activated designs have been a popular choice for packaging summery products such as beer in the past, Frito-Lay North America CMO Ram Krishnan describes that "It is the first time I think anyone has ever done UV-activated packaging for the consumer."