To celebrate the Lay's Smile campaign, hockey superstar Drew Doughty stars in a fun video reminding people to smile everyday.
In the online video, Doughty and a friend decide to go golfing (one of the hockey players' favorite past-times) in the rain. Soon, a little friendly competition ensues and the guys swing to see who can hit the golf ball the farthest. Doughty seems to have been beaten but pulls through with an unforeseen power shot. His friend is in total shock and the camera slides to Doughty with a Lay's smile bag in front of his face. As he slides the bag down, Doughty's toothless grin is revealed to the audience.
With its latest ad, Lay's hopes to remind Canadians that a smile can do a world of good, especially in the face of everyday frustration.
Athlete-Endorsed Snack Ads
Hockey Player Drew Doughty Introduces the Lay's Smile Bag
Trend Themes
1. Athlete-endorsed Snack Ads - Using athletes to promote snack products creates a powerful marketing strategy.
2. Celebrity Smile Campaigns - Brands are leveraging celebrity endorsements to promote the positive impact of smiling.
3. Unconventional Sporting Campaigns - Brands are exploring unique ways to associate athletes with non-sports products, increasing brand visibility.
Industry Implications
1. Food and Beverage - The food and beverage industry can collaborate with athletes to promote healthy snacking options.
2. Sports Marketing - Sports marketing agencies have an opportunity to create campaigns that leverage athletes' popularity to promote non-sports products.
3. Advertising and Branding - Ad agencies can develop innovative strategies to connect celebrities and their endorsements with positive messaging.