| Title | LAY’S SWEET FLAVOR MELTS GIRLS’ HEARTS |
| Brand | LAY'S |
| Product / Service | LAY'S LIMITED TIME FLAVOR CHIPS |
| Category | E01. Social Business & Commerce |
| Entrant | WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI |
| Idea Creation | WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Paul Hung | WUNDERMAN TAIWAN | Executive Creative Director |
| Wing Lin | WUNDERMAN TAIWAN | Associate Creative Director |
| Parris Chou | WUNDERMAN TAIWAN | Copy Director |
| Nancy Lee | WUNDERMAN TAIWAN | Associate Art Director |
| Casper Ho | WUNDERMAN TAIWAN | Designer |
| Eliza Tsai | WUNDERMAN TAIWAN | Deputy General Manager |
| Lauryn Chen | WUNDERMAN TAIWAN | Group Acoount Director |
| Andie Chang | WUNDERMAN TAIWAN | Senior Account Executive |
| Shannon Chang | WUNDERMAN TAIWAN | Account Executive |
| Eddie Lin | WUNDERMAN TAIWAN | Account Executive |
Lay’s sweet flavor melts Girls’ hearts From the flavor to the packaging, we made an one and only dreamy snack for the girls! Snack is not just a snack, it became a “MUST HAVE” fashion icon. Successfully struck the social media by crazy trending.
We designed a unique snack from the flavor to packaging. 1. Collaboration with the most famous café in Taiwan. Making the popular dessert into Lay’s chips 2. Design the most dreamy pastel gradient color packaging available in 7/11s across Taiwan!
In 13 days, we created a “Miracle”! 1 Lay’s pastel gradient color packaging made all the Taiwanese girls and women became crazy. 6 weeks of stock sold out in 2 weeks. The sales of a single day was triple more than last year. Taking over 80% of #instafood posts in less than 2 weeks. The media value of organic sharing is nearly NT2.5 million, and still goes on and on… Countless user generated content spread widely on social media without any penny. Lay’s sweet flavor successfully WINS every Taiwanese girl’s heart.
Taiwanese girls love to take selfie photos, especially crazy for the photos with #instafood at social media. We turned this existing social behavior into the FREE advertising by unique flavor and packaging for the Lay’s sweet flavor launching.