Self-titled the ‘Best Ever Lay’s,’ the globally recognised potato snack brand broke the Guinness World Record for the tallest crisp packet sculpture early last month.
PepsiCo rolled out new packaging for the global potato crisp snack brand, along with a revamped recipe. To celebrate this, the brand partnered with local retail chain Carrefour to unveil a 4.017 metre tall structure solely made up of Lay’s crisp packets.
The record was set in Dubai’s Ibn Battuta Mall on Thursday, 6 June, 2024.
Breaking and setting new Guinness World Records has been a strategic marketing tactic for brands in the region to create eye-catching campaigns and drive engagement. Campaign Middle East spoke to Karim ElFiqi, Chief Marketing Officer, PepsiCo, AMESA, to learn more about the intent behind Lay’s’ new look and world record.
“By breaking a record, we aimed to capture public attention and create a memorable launch for Best Ever Lay’s,” said ElFiqi.
The record was set with the specific intent to “announce our new product with a bang.” ElFiqi also empashised that the revamped packaging, coupled with a new recipe, is inspired by the brand’s ethos to “create products that not only taste great but also meet the evolving needs and desires of our consumers.”
PepsiCo’s ‘pep+’ initiative drove the change in Lay’s’ new recipe. “We are focusing on delivering positive choices for consumers. By using healthier oils and continually innovating, we aim to enhance the consumer experience without compromising on taste,” said ElFiqi.
“Our new packaging visually captures these enhancements, standing out on shelves as a fresh take on a fan favourite.
The design reflects the premium taste of our enhanced product and shows our dedication to listening to consumer preferences and needs, with intensified flavour and perfect crunch in every bite,” ElFiqi said, conveying Pepsico’s intent to put human centricity behind every decision the company takes.
Apart from just highlighting Lay’s’ new look, the Guinness World Record was set in an effort to amplify the new recipe with customers on a personal level.
“The in-store promotions and special displays in Carrefour outlets across the GCC drew more consumer attention to the Best Ever Lay’s launch and the Guinness World Record event,” ElFiqi explained.
“Localised marketing campaigns further highlighted the innovation of the product and the excitement of the record. Overall, the event effectively increased brand awareness, consumer engagement, and market presence in the region.”
According to ElFiqi, The Best Ever Lay’s campaign successfully enhanced brand visibility, engaged a broader audience, and built lasting positive associations, “ultimately driving growth and market presence.”
“The ROI on the Best Ever Lay’s campaign has been exceptionally positive. Lay’s has observed significant increases in demand, social media traffic, and sales since the campaign’s launch,” ElFiqi said.
