Some brands have grown exponentially since their inception. Lays is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Lays’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.
About Lays
Lay’s is a brand of potato chips with different flavors, as well as the name of the company that founded the chip brand in the United States.
The chips were sold for the first time in the 1930s by Herman W. Lays. W.Lays and Fritos were a competitor before but eventually, they became partners in 1961 and formed the brand Frito-Lay, which has been a wholly-owned subsidiary of PepsiCo since 1965.
Frito-Lay primarily uses the brand name “Lay’s” in the United States, and uses other brand names in certain other countries: Walkers in the UK and Ireland; Smith’s in Australia; Chipsy in Egypt and the West Balkans; Tapuchips in Israel; Margarita in Colombia; and Sabritas in Mexico.
Lay’s was launched in India in 1965 and has a large network with huge popularity.
Now that we are discussing Lays, let’s look at their marketing strategy too.
What’s new with Lays?
Here’s what was buzzing around Lays recently:
- Lay’s launches Friendship Day campaign with Ranbir Kapoor, categorizes friends as per flavor of potato chips
- Creative designer Demna also shared the unexpected collaboration on Instagram, captioning it “The Lay’s x Balenciaga leather chip bag.”
- Delhi High Court turns down PepsiCo’s appeal against revocation of potato patent
- PepsiCo Sues Gujarat Farmers For Growing Potato Variety Used In Lays; Court Passes Injunction
- PepsiCo to produce its Lay’s potato chips in Bangladesh
- Are potato chip bags recyclable? Snack companies try new packaging.
Let’s now understand the target audience of Lays better with the help of a buyer persona.
