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.
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