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Business, Management, and Marketing

Thoughts About Liza Lay’s Compaign

on April 16, 2012

Liza Lay's

Probably you have watched the Lay’s campaign in TV and social media, if you didn’t here it is below. The idea is breliant, to have people contribute in social media, facebook and twitter, which will associate people with the brand.   However, the way it was implemented was a disaster!

The Character

What was they thinking choosing a potato lady as a character! Seriously potato! We hate ourselves sometime when we are not in shape let alone looking like a potato! They even create a whole family of potato-shaped members having an argument about a flavor. What message in family fight!

The Interview Ad

They interviewed people singing their flavors in a ridiculously manner. Ok, you may argue that it is contravertial as some people think it is less formal and fun, then no problamo I’ll give you that. But what do you say  to the suggestion of having caramel and watermelon flavors! Isn’t that gross? It redicules people taste! What next Lay’s?  nuttella and white cheese!

It Can Be Better

From my point of view, they should first concentrate on the segmant, I would suggest “youth”. Since it is not healthy they might concentrate on the fun part of it. Young people eat chips in fun times, gatherings, parties, watching football matches, or movies. Then the character can be a cool looking young fellow instead of potatochip-shaped lady. Second, the interview ad can be filmed in partying, or watching game environment with humorous touch. Third, the cash reward for wining flavor is nice, yet I prefer a tangible experiance, a   simple one will do like dinner in fancy restaurant or a trip. Fourth, mall campaigns and tryouts of winning flavors, then posting it in social media and vise versa. In the case of Lay’s, I see they got the concept right but the implementation was horrible :-(.

Tell me, What do you think? Was I overwhilmed? Or not? What do you suggest to make it better?


2 responses to “Thoughts About Liza Lay’s Compaign

  1. Hi there,
    I cannot agree more.

    The idea of starting a social media buzz is almost a must in these days in order to get the attention of your targeted audience, but when it comes to execution, it depends!

    For Lay’s, it is indeed a disaster.

    They even went further to push some of their fans to hate them, and for me, that’s the ultimate failure of a marketing campaign. You can take me as an example, whenever I see Lay’s these days I automatically remember those awful ads, TV, radio, printed media, etc, and just my mood gets off!

    The campaign could’ve been presented in a much better way. I second your thoughts about understanding the setup where this product is used and how it is perceived by its fans to come up with a less nerve provoking character and a more suitable messages to foster in the mind of consumers.

    I think they better agree on what Lay’s stands for as a brand before taking on such campaign!

  2. Lymoon says:

    True! you’ve asked more conceptual question, which seems they don’t have answer too!

    But is it a local strategy problem or global in Lay’s!

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