“Surprising Development: Lay’s Introduces New Sweet Flavor!”
Frito-Lay is gearing up to revolutionize traditional potato chip advertising. The snack giant, a part of PepsiCo, will air a one-minute commercial during the Super Bowl for its iconic Lay’s brand, aiming to create a memorable impact similar to Budweiser’s Clydesdale horses and Chrysler’s vision of an America facing economic challenges. Set to be broadcast during the third quarter of Fox’s Super Bowl LIX, the commercial will follow the inspiring story of a young girl on a potato farm nurturing her own crop through a storm to contribute to Lay’s family harvest. The ad emphasizes that Lay’s potatoes are sourced from family farms across the United States.
In a departure from their usual marketing approach featuring DIY Doritos ads and quirky snack flavors, the new Lay’s commercial opts for a dialogue-free, cinematic narrative. Chris Bellinger, PepsiCo Foods’ chief creative officer, expresses anticipation for the audience’s reaction to this innovative direction, noting its departure from the brand’s previous strategies.
While many Super Bowl ads rely on celebrity appearances and nostalgic humor, some brands aim to challenge conventions or inspire viewers with fresh perspectives. Frito-Lay’s unconventional approach reflects a desire to engage consumers in new ways amid fierce competition from other advertisers promoting various food and beverage products during the game. By highlighting the origins of Lay’s and the dedicated individuals behind the product, the commercial seeks to stand out and educate viewers on the craftsmanship involved in making potato chips.
This marks a significant shift from Lay’s previous campaigns, such as the 2022 ad featuring Seth Rogen and Paul Rudd, as the brand strives to evolve its marketing tactics and connect with consumers on a deeper level. The decision to pursue this unique concept was made relatively late in the planning process, signaling Frito-Lay’s commitment to exploring fresh avenues for consumer engagement.
When it comes to creating commercials, many companies rely on the allure of celebrities, catchy pop songs, and other flashy elements to capture the audience’s attention. However, a recent story took a different approach, drawing inspiration from real-life farmers who supply potatoes to Lay’s. The decision to focus on evoking emotions rather than eliciting laughter sparked a significant debate among the team. The question arose: “Is it okay for us to veer from our usual style and try something new?”
In the making of the commercial, professional actors were employed, but Frito-Lay went a step further by consulting agriculture experts to ensure accuracy in depicting the potato farming process. Notably, no artificial potatoes were used in the production of the ad. As one team member pointed out, “There’s no CGI trickery when it comes to showcasing the growth of potato plants. Every aspect, from the planting of the tubers to the final moment of digging up a potato, including the vines and roots, is authentically portrayed.”
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