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A Match Made in Snack Heaven
Lay's, the beloved snack brand, recently joined forces with Netflix to create an unforgettable experience for fans of the hit show Money Heist: Korea - Joint Economic Area. This ingenious collaboration aimed to strengthen the connection between Lay's and the joy of munching on delicious chips while binge-watching your favorite series.
Limited-Edition Flavors Inspired by the Show
The dynamic duo set out on a mission to launch three limited-edition Lay's flavors that captured the essence of Money Heist: Korea. These tantalizing tastes were exclusively released in Saudi Arabia, leaving fans eager to get their hands on a bag.
Blurring the Lines Between Fiction and Reality
To kick off the campaign, Lay's took a bold approach by bringing the iconic Money Heist characters to life in the Kingdom. Masked crusaders stormed supermarket shelves, snatching up Lay's packs and hijacking the brand's OOH and social media channels. This daring move sparked a frenzy of fan theories and speculation, creating a buzz that spread like wildfire.
The Big Reveal: A Masterplan Unveiled
As the conversation reached a fever pitch, Lay's launched a main film and three social media films that pulled back the curtain on the mysterious heist. It turned out that the Money Heist: Korea crew had snuck into the Lay's factory to create the ultimate flavors for true fans of the show. The masked crusaders then hit the streets, distributing samples of the new flavors in key cities across the Kingdom.
Engaging Fans Through Multiple Channels
The heist didn't stop there. Lay's continued to captivate audiences with a brand integration on MBC's Saudi Idol and an exciting TikTok challenge. By weaving the show's storytelling into every aspect of the launch campaign, Lay's positioned itself as the perfect snack to enjoy while watching Money Heist: Korea - Joint Economic Area.
A Resounding Success
Fans couldn't get enough of the limited-edition flavors, and in a surprising twist, the demand was so high that the new varieties sold out in less than a week. Lay's quickly restocked the shelves, ensuring that everyone had a chance to savor these unique chips.
The Lay's Heist campaign masterfully showcased the power of innovative brand partnerships. By tapping into the excitement surrounding a popular Netflix series, Lay's created an immersive experience that resonated with fans and reinforced the brand's association with in-home, screen-time snacking. This collaboration will be remembered as a shining example of how to effectively blend the worlds of entertainment and snack foods.
Credits
Entry Title: The Lay's Heist
Entrant Company: Science & Sunshine
Client: Lay's / Netflix
Winning Category: Integrated Marketing - Brand Partnerships
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