Like flavor, music has the power to elicit strong emotions such as joy, passion, and nostalgia.
These emotions can be heightened even further when you pair the right flavor and music together – and that's exactly what we aimed to achieve with the 'Turn Up the Flavor' program.
Brief & Idea:
In 2018, Lay's, the beloved chips brand, entrusted us with the task of creating a global campaign to align the brand with the younger generation's most enjoyable and carefree moments through a universal concept: music.
Thus, we birthed the Lay's Music Campaign: "Turn Up the Flavor," launching it simultaneously in six EMEA countries. Our unique approach involved pairing different flavors of Lay's chips with various music genres.
Execution:
The journey kicked off with a TVC, portraying young people at a terrace party persuading the DJ to play their favorite genre by enticing him with the irresistible flavors of Lay's – a win-win for everyone. But we didn't stop there.
We crafted hundreds of social media and paid ads, engaging posts, and videos, along with comprehensive content plans and toolkits spanning billions of pages for all countries. This holistic 360-degree campaign spanned three months, culminating in significant success.
The apex of our campaign was the "Show Your Beat" challenge, inviting users from six countries to play a specially crafted beat using Lay's chips alongside Macklemore's famous song, "Can't Hold Us." Collaborating with professional percussionists, we designed a challenge that was challenging enough for every young person on the internet to attempt, and Gen Z did not disappoint.
