For its 'Smiles' campaign, Lay's captured the stories and smiles of 31 unique individuals, which are now featured on a variety of its potato chip packaging designs. The "Everyday Smilers" can be seen on the brand's Traditional, Wavy, Lightly Salted, Kettle Cooked snacks and more, each of which spotlights a special person who is positively making their mark on the world.
This campaign, and the selfie-inspiring snack bags, from Lay's helps to support international medical charity Operation Smile. The fun potato chip packaging designs also include an interactive augmented reality component that helps to share the stories of each Everyday Smiler. By scanning a unique QR code, snackers will be able to discover the stories of people like Alex, who sends surprise postcards to share joy.
Grinning Potato Chip Packaging
Lay's Snack Bags Share 31 "Everyday Smilers" & an AR Experience
Trend Themes
1. Augmented Reality Packaging - The use of augmented reality technology in packaging designs creates immersive and interactive experiences for consumers.
2. Personalized Packaging - Brands showcasing unique individuals on their packaging designs create a more personal connection with consumers and highlight the positive impact of real people.
3. Cause Marketing Partnerships - Collaborations between brands and charitable organizations enhance brand reputation and create opportunities for consumers to support meaningful causes.
Industry Implications
1. Snack Food Industry - Incorporating augmented reality and personalized packaging in the snack food industry can differentiate brands, boost consumer engagement, and support social causes.
2. Packaging Industry - The demand for innovative packaging solutions, such as augmented reality features and customized designs, presents opportunities for growth and differentiation in the packaging industry.
3. Charity Industry - Charitable organizations can benefit from forming strategic partnerships with brands to raise awareness and funds, leveraging innovative marketing campaigns like Lay's 'Smiles' campaign.