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For the first time in over a decade Lay’s (owed by PepsiCo) [TCO] has completed a logo and packaging refresh. The new branding hit the streets back in November leveraging digital, social and OOH, but the brand waited till now to roll out its new bags nationally in-store. Together, the new look is meant to dial up appetite appeal and increases the prominence of the brand’s “Made in Canada” status (it has several production facilities in the country).
What prompted the Lay’s rebrand/ why now?
Not only is this the biggest packaging change for the Lay’s brand since 2008 but it also marks the biggest global design evolution in the history of Lay’s. Given consumers’ trust in Lay’s around the world, the decision to rebrand wasn’t taken lightly, but we recognized that it was an important venture in order to remain relevant—it also presented a unique opportunity to reignite the brand’s relationship with consumers globally.
How has the packaging design changed?
The bright and eye-catching design features radiating rings in a range of vibrant colours across the entire portfolio of flavours. The rings represent the magnetic pull towards the delicious taste of Lay’s. Also, the newly designed packs celebrate the quality ingredients that go into each flavour and delivers instantly recognizable, crispy and delicious tastes—from sweet and smoky Barbecue, to creamy and savoury Sour Cream and Onion, and more.
The Lay’s logo itself has undergone some carefully crafted changes, and has been strategically placed on pack for increased visual attention. Expert typographers aligned the brand’s 12 logo variants across the globe and navigated a number of different language and character sets to create the new, globally-harmonized identity.
Additionally, we are proud that Lay’s potato chips are made in Canada, which is why the new packaging design features an even larger “Made in Canada” logo—it’s a badge of honour on our bags of delicious potato chips.
Who is the audience Lay’s is intending to reach at shelf?
Agency Behind Lay’s Brand Refresh Campaign:
Canadians who strive to seize the joy in the everyday — just like with Lay’s, situations are more fun when these individuals are around!
- Citizen Relations Canada [TCO]
- BBDO Toronto, OMD and Mark IV as an integrated marketing effort in the Canadian market to support this phase of Lay’s rebranding