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.

Related news

Related product

Join our Big Ideas Webinar – don't miss out!

Join our Big Ideas Webinar – don't miss out!

Amcor | 11-Nov-2022 | Event Programme

Benjamin Punchard, from Mintel, has over 13 years of experience in the packaging world and 10 years creating and delivering packaging based market insights....

Follow us

Products

View more

Webinars