Some international campaigns succeed in creating momentously historic landmarks in the global advertising playfield. 4Ps B&M brings to you a review of one such stellar campaign that was active during the fortnight ending November 30, 2011
Served fresh!
Advertiser: Lay’s
Ad Title: Lay’s: Machine
Category: Ambient
4Ps TAKE: There are thousands of products out there across categories vying for your attention through multiple mediums. The flow of information is so overwhelming that after a certain point of time, your brain stops registering information. In fact, the human brain in the present time has developed a unique defense mechanism under the contours of which it only accepts what appeals to it the most. But some brands stand out with their approach and these are the ones which successfully manage to position themselves as category leaders resulting in increased market share. Lay’s happens to be one such brand. Years of careful and well crafted advertising has made it one of the most consumed potato chips in the world. The consistent challenge is to reinforce and consolidate its position. To achieve the same, Lay’s in association with +Castro (advertising agency) created a unique ambient campaign recently. The idea was to showcase transparency in terms of natural ingredients used. So while a lot of brands keep their ingredients secret (after all, what will you make out of monosodium glutamate, disodium guanylate and disodium inosinate?), Lay’s decided to communicate how 100% natural potatoes coupled with vegetable oil and a pinch of salt make their potato chips the best.
Conventionally, a classic sampling exercise would have sufficed. But Lay’s put up special vending machines in malls across US, which, instead of accepting coins, required just a natural potato to deliver the end product. Customers had pick a potato up, drop it into the machine to see the action starting. The shutter on the front panel of the machine would open to reveal the potato being processed (from peeling to chopping and then finally frying) and potato chips get finally delivered in a freshly sealed packet. The effect – people waited in queues for their turn just to see how 100% natural potato chips were being prepared. Just keep a close watch. Looking at the response, a vending machine might soon be coming up at a mall near you.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM in sync with the best of the business world.......
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies
IIPM Contact Info
IIPM History
IIPM Think Tank
IIPM Infrastructure
IIPM Info
IIPM: Selection Process
IIPM: Research and Publications
IIPM MBA Institute India
Served fresh!
Advertiser: Lay’s
Ad Title: Lay’s: Machine
Category: Ambient
4Ps TAKE: There are thousands of products out there across categories vying for your attention through multiple mediums. The flow of information is so overwhelming that after a certain point of time, your brain stops registering information. In fact, the human brain in the present time has developed a unique defense mechanism under the contours of which it only accepts what appeals to it the most. But some brands stand out with their approach and these are the ones which successfully manage to position themselves as category leaders resulting in increased market share. Lay’s happens to be one such brand. Years of careful and well crafted advertising has made it one of the most consumed potato chips in the world. The consistent challenge is to reinforce and consolidate its position. To achieve the same, Lay’s in association with +Castro (advertising agency) created a unique ambient campaign recently. The idea was to showcase transparency in terms of natural ingredients used. So while a lot of brands keep their ingredients secret (after all, what will you make out of monosodium glutamate, disodium guanylate and disodium inosinate?), Lay’s decided to communicate how 100% natural potatoes coupled with vegetable oil and a pinch of salt make their potato chips the best.
Conventionally, a classic sampling exercise would have sufficed. But Lay’s put up special vending machines in malls across US, which, instead of accepting coins, required just a natural potato to deliver the end product. Customers had pick a potato up, drop it into the machine to see the action starting. The shutter on the front panel of the machine would open to reveal the potato being processed (from peeling to chopping and then finally frying) and potato chips get finally delivered in a freshly sealed packet. The effect – people waited in queues for their turn just to see how 100% natural potato chips were being prepared. Just keep a close watch. Looking at the response, a vending machine might soon be coming up at a mall near you.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM in sync with the best of the business world.......
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies
IIPM Contact Info
IIPM History
IIPM Think Tank
IIPM Infrastructure
IIPM Info
IIPM: Selection Process
IIPM: Research and Publications
IIPM MBA Institute India
