Lay’s gets an Instagram refresh to attract younger consumers

By Gill Hyslop contact

- Last updated on GMT

The new look Lay's potato chips. Pic: Lay's
The new look Lay's potato chips. Pic: Lay's

Related tags: Pepsico, Lay's, Packaging

PepsiCo’s Lay’s potato chips – which were launched in 1932 – is coming out with its first packaging redesign since 2007.

The household brand is getting a new look to make it feel more modern and contemporary.

According to Jon Guerra, senior director of design at Frito-Lay, the redesign took two years to complete – specially focused to keep the brand relevant in the era of social media and content regeneration.

The new look features photographs taken from a ‘top down’ angle – an homage to the Instagram-style food pics.

They also feature a smaller logo, which is centralized with radiating rings.

The new packs will be rolled out in the US and Canada before being launched globally, and will be supported by a marketing campaign, including TV and digital ads flighted from mid-October.

“We wanted to convey with color photography and a logo refresh that Lay’s is a joyful and flavorful brand,”​ said Guerra.

The redesign covers the entire spectrum of Lay’s flavor varieties, including its newest addition, Flamin’ Hot Dill Pickle.

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