Campaign: Groundhog Lay’s
Brand: Lay’s
Agency: Lay’s and Disney Advertising, produced by Maximum Effort and KIMMELOT
Why the campaign rocks:
Lay’s has always been synonymous with irresistibility — after all, who can eat just one? This campaign brilliantly capitalises on that core brand identity while serving up a hefty dose of nostalgia and humour. By tapping into the widely recognised “Groundhog Day” concept, Lay’s creates an engaging narrative that resonates with a broad audience. What I find clever is how the campaign seamlessly blends Lay’s longstanding tagline with the time-loop theme. It’s a masterstroke that transforms the act of repeatedly buying Lay’s chips into a humorous, yet oddly relatable experience. We’ve all found ourselves gravitating towards those packets during grocery runs, haven’t we?
The beauty of this campaign lies in its simplicity and universal appeal. Everyone has a favourite Lay’s flavour, and the ads showcase this variety while reinforcing the brand’s irresistible nature.
In an advertising landscape often cluttered with complex messages, “Groundhog Lay’s” stands out with its clear, entertaining, and memorable concept. It’s a testament to the power of combining a strong brand identity with cultural relevance and a dash of humour.
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