To celebrate the Chinese Year of the Monkey, Lay's potato chips changed up the packaging design of the various chip flavors available in China and across Asia. With each chip bag featuring a different smiling mouth of a monkey on the top, the packaging encouraged consumers to place it in front of their face and snap a selfie. The interactive nature of the packaging has become a hit with consumers on social media sites like Instagram with users posting photos of themselves in silly ways.
The Lay's Chinese Year of the Monkey packaging design helps to build on the excitement of a social event, while also incorporating elements of organic social media marketing. The potato chip packaging was disseminated through social networks not by the brand but by consumers themselves, which in turn could potentially convert to heightened brand loyalty.
Why This Trend Is Growing
- Interactive Packaging Design
- The interactive nature of the Lay's Chinese Year of the Monkey chip packaging design encourages consumer engagement and social media presence.
- Organic Social Media Marketing
- The Lay's potato chip packaging utilizes consumer-generated content through social media networks, promoting brand awareness and potential increased brand loyalty.
- Celebration-themed Packaging
- The Lay's Chinese Year of the Monkey chip packaging design taps into the excitement of cultural events, creating a sense of novelty and specialness for consumers.
Industries Being Reshaped
- Consumer Packaged Goods
- The consumer packaged goods industry can explore interactive packaging designs to enhance brand engagement and social media presence.
- Food and Snack Industry
- The food and snack industry can leverage celebration-themed packaging designs to create a sense of excitement and novelty for consumers.
- Social Media Marketing
- The social media marketing industry can learn from the Lay's organic approach to consumer-generated content, facilitating organic brand promotion and increased consumer loyalty.
