Lay's Flavor Trip
Transportive chips for travel-hungry snack fans.
When 2020 canceled everyone's travel plans, we wanted to reignite optimism and a sense of adventure: with limited-edition Lay's flavors inspired by four dream destinations.
THE IDEA
Serving wanderlust with flavors inspired by Greece, Germany, Thailand and Mexico.
In a year when everything, from vacations to human connection, was put on indefinite hold, we found a unique way to bring our fans’ dream destinations to them. We released limited-edition Lay’s chips inspired by the exhilarating signature flavors of four locales: tzatziki for Greece, beer and bratwurst for Germany, basil chili for Thailand, and lime and sea salt for Mexico.
THE DESIGN
Nostalgic bags inspired by vintage travel illustrations and sentimental souvenirs.
Our Flavor Trip bags had to evoke each locale just as vividly as the flavors themselves, so we pulled together destination reference and mood boards to accurately portray what most captured our imaginations. We hand-illustrated idyllic tropical beaches, snowy Alpine towns, domed island architecture or temples tucked into the jungle, and carefully researched each country’s art, history and printed communication to choose typography.
An artistic style inspired by vintage travel posters connected the four destinations on the front of the bags. On the backs, stamps and postal markings nodded to souvenir postcards, warmly evoking the feel of friends trading stories from faraway. It wasn’t simply nostalgic—it was a reminder that we could all still dream of seeing the world, and soon, actually take flight.
THE OUTCOME
A limited-time, social-exclusive mini-campaign sparks unprecedented buzz.
There was only one way to grab a limited-edition Flavor Trip bag: by commenting with your choice of destination on Facebook, Twitter or Instagram. The call to action sparked one of Lay’s most dramatic successes yet. Nearly ten thousand consumers entered to win, generating 25,000 total engagements on social which included far more Instagram comments than the brand had ever seen before. Thanks to its of-the-moment concept, this captivating snack campaign also amassed 1.8 billion earned media impressions, even featuring in
186 TV segments. Lay’s Flavor Trip had become a new shining example of how a modest campaign—backed by an ultra-relevant idea and thoughtful, feel-good design—could create major buzz.
