RESEARCH

REPORT
 TABLE OF CONTENTS
BRAND INTRODUCTION
TIMELINE
MARKET POSITION IN INDIA
CRS AND FUTURE STRATEGY
SWOT’ ANALYSIS
LOGO
COLOUR
CAMPAIGNS
TYPOGRAPHY
MARKETING STRETEGY
COMMMUNICATION TONE OF VOICE OF BRAND
SUCCESS OF BRAND
ICONOGRAPHY
CONCLUSION
 HERMAN LAY STARTED BY SELLING CHIPS
FROM THE TRUNK OF HIS CAR
-----
BRAND HISTORY In the years following his initial foray into the snack food trade,
Mr. Lay personally canvassed the southern United States hawking
his Crispy Potato Chips to grocers and retailers directly from the
Origins in 1932: Founded by Herman W. Lay in Tennessee, Lay's began trunk of his automobile.
as a snack business selling chips from a car trunk and grew into a major Crisscrossing Dixie through the late 1930s and 1940s, Lay's
food brand . tenacious founder sold his salty snacks from town to town,
· Frito Lay merger (1961): Lay’s joined forces with The Frito Company to steadily laying the distribution pipeline for his burgeoning snack
become Frito Lay, formalizing its growth path . food venture, which would one day rise to mass market
· PepsiCo acquisition (1965): Frito Lay merged with Pepsi-Cola, forming domination.
PepsiCo and giving Lay’s global distribution strength .
· Since then, Lay’s has expanded into over 200 countries and launched a
diverse portfolio under Frito Lay, such as Doritos, Cheetos, Ruffles, and
more
In the quiet crucible of the Great Depression, as America's streets
echoed with the hollow footsteps of the downtrodden, a determined
salesman named Herman Lay was blazing dusty Southern trails with
nothing but a trunk full of potato chips and an unwavering dream.
Against the backdrop of economic catastrophe and looming war, his
humble snack would grow into something far greater than mere fried
potatoes—it would become the crispy, salt-kissed soundtrack to
America's postwar prosperity, finding its way into countless lunch pails,
picnic baskets, and family gatherings across the nation.
 ORIGINS OF LAY’S POTATO CHIPS

LAY'S BECAME THE FIRST SNACK FOOD COMPANY TO

ORIGINS OF LAY’S POTATO CHIPS USE TELEVISION COMMERCIALS
Displaying innovative marketing savvy before most competitors, Lay's claims the
distinction as the pioneer snack food purveyor to recognize the potential that the
nascent medium of television advertising held for broadening brand recognition.
 IN THE 2000S, LAY'S
IN 1961, FRITO COMPANY MERGED WITH
INTRODUCED SEVERAL NEW
No One Can Eat Just One
LAY'S TO FORM FRITO-LAY INC.
LAY'S INTRODUCED ITS FAMOUS SLOGAN CHIP VARIETIES LIKE KETTLE-
"BETCHA CAN'T EAT JUST ONE" IN 1961
COOKED

Lay's Marketing Campaigns Available in 200+ countries, including regional

knack for engaging consumers worldwide, from more variants like Walkers in the UK/Ireland and Uncle
Lay's, a global snack giant, has etched its name in Chipps in India
marketing history with captivating marketing
recent endeavors to classic campaigns. Join us as we Lay’s offers around 200 local flavors, including
campaigns, including the iconic "No One Can Eat explore the impactful marketing campaigns, including India’s Magic Masala, Pakistan’s crab flavor, and
unique global offerings to suit local palates
Just One" tagline that became a cultural the memorable advertisement of Lay's, that have
In India, the brand launched in 1995, dethroning
phenomenon and contributed to Lay's's enduring shaped Lays' brand identity and solidified it as a go-to Uncle Chips within five years with smart flavor
adaptation and accessible pricing from ₹5 to ₹25
appeal. Lays' advertisements consistently choice for snack enthusiasts.
combine creativity and storytelling to reinforce its
position as a beloved snack brand. Lay's has
demonstrated a
 MARKET POSITION & PERFORMANCE IN INDIA
As of FY 2023, Lay’s holds the largest market share in India's potato
chips segment—estimated to be around 30 % to 50 %, confirming its
dominance over regional competitors like Bingo and Balaji
The overall Indian potato chips market was valued at ₹9,000 crore in
2024, with Lay’s leading that segment In the fiercely competitive snack food industry, Lay's has risen to
become a global favorite. With its delectable range of chips and a
continuous stream of new and exciting flavors, Lay's has solidified
its position as the go-to brand for chip lovers worldwide. This
article explores the key elements of Lay's marketing strategy that
have propelled its remarkable success, from its humble beginnings
in the 1930s to its present-day dominance.
In the highly competitive food industry, a strong marketing
strategy and an effective market mix are vital for success. Lay's,
the beloved chip brand, has proven its mettle through years of
hard work, perseverance, and a wealth of innovative ideas. In this
blog, we will explore the key elements of Lay's marketing strategy
that have propelled it to remarkable heights, enabling it to emerge
victorious amidst stiff competition.
 Marketing Strategy & Campaigns #Heartwork campaign: Dedicated to frontline heroes,
supported by branded packaging and community
engagement initiatives
Iconic Messaging Packaging Innovations
The classic tagline “Betcha can’t eat just one” Specialized packs like “Smile,” “@Home,” and co-branded
(or “No one can eat just one”) has been central digital versions serve both storytelling and digital visibility
purposes
to building Lay’s emotional and sensory
Digital & Influencer Engagement
appeal Heavy focus on digital touchpoints: social listening, AR
India-Specific Campaigns filters, Instagram Reels, moment marketing on festivals and
“Fight for Your Flavor”: Celebrity-endorsed trending topics
Collaboration with over 4,000 micro-influencers in India,
contests where consumers vote for new
part of a group called “Friends of Lay’s”.
flavors. Featured Dhoni and Saif Ali Khan Affordable Pricing & Wide Reach
“Smile Deke Dekho”: Launched during IPL, Peerless distribution via PepsiCo’s infrastructure reaches
featuring Bollywood stars and 750+ tier 2 and tier 3 towns as well as cities
influencers, evolved into shareable packaging -Multiple price points from small to family sharing packs
encourage impulse and group purchase
and digital campaigns
 Innovation, CSR & Future Strategy
"Do Us a Flavor" contest gives consumers a say—most recently
producing the “Bacon Grilled Cheese” flavor winner among 70,000
entries. Runner-up flavors appear in limited edition too

"Do Us a Flavor" contest gives

consumers a say—most recently
producing the “Bacon Grilled Cheese”
flavor winner among 70,000 entries.
Runner-up flavors appear in limited
edition too PepsiCo plans a major
rebrand of Lay’s (and Tostitos) in
2025–26, eliminating artificial colors
and flavors, transitioning to natural
oils like avocado and olive oil

Future recommendations: leveraging AI for flavor testing, creating

health focused lines, partnering with entertainment/gaming for limited drops,
and reinforcing portion control formats for calorie conscious consumers
LAY'S SWOT ANALYSIS
Strengths
1. Brand Recognition: Lay's is a well-established and globally recognized brand in the
snack food industry, with a strong presence in various countries.
2. Diverse Product Range: Lay's offers a wide range of flavors and varieties, catering to
different consumer preferences and creating a sense of choice and customization.
3. Extensive Distribution Network: Lay's has a robust distribution network, ensuring its
products are widely available in various retail outlets, making it easily accessible to
consumers.
4. Marketing and Advertising: Lay's employs effective marketing and advertising
strategies, including celebrity endorsements and engaging campaigns, to enhance
brand visibility and attract consumers.

Weaknesses
1. Intense Competition: The snack food market is highly competitive, with numerous
brands vying for consumer attention and loyalty. Lay's faces strong competition from
both local and international competitors.
2 Nutritional Concerns: Some consumers perceive potato chips as unhealthy due to
their high-fat content and potential health implications. This perception can impact
the brand's image among health-conscious individual
 LAY'S BRAND POSITIONING
Opportunities
1. Innovation and New Flavors: Lay's can continue to introduce
new and innovative flavors to cater to evolving consumer
tastes and preferences, attracting new customers and retaining
existing ones.
2. Healthier Alternatives: There is a growing demand for
healthier snack options. Lay's can explore the development of
healthier chip varieties or expand its product portfolio to
include healthier alternatives, tapping into the health-
conscious market segment.

Threats
1. Changing Consumer Preferences: Consumer preferences and
dietary habits can change over time, which may impact the
demand for traditional potato chips.
2. Health and Wellness Trends: Increasing awareness of health
and wellness can lead consumers to opt for healthier snack
options, posing a threat to the sales of traditional potato chips.
3. Economic Factors: Economic downturns and fluctuations in
consumer spending can affect the purchasing power and
affordability of snack foods, including Lay's products.
 LAY’S LOGO COLORS WITH HEX &
RGB CODES

Lay’s uses color theory strategically in its branding and packaging to create strong visual
appeal, instant recognition, and emotional connection with consumers. The brand's core
colors—yellow, red, and white—are carefully chosen to stimulate appetite, convey warmth
and energy, and ensure clarity. Yellow, in particular, dominates the Lay’s identity,
symbolizing joy and hunger while standing out on shelves. Beyond the logo, Lay’s uses
distinct background colors on its packets to represent specific flavors. For example,
yellow is used for classic salted chips, blue for tangy or spicy flavors like Magic Masala,
green for herb or sour cream-based varieties, and black or red for bold, spicy options like
BBQ or chili. These color-flavor associations are not random—they are based on
psychological responses. Red and orange stimulate appetite and urgency, green signals
PRIMARY COLORS
freshness, blue suggests cooling, and purple or black often denote exotic or premium
Yellow (Spanish Yellow / Pastel Yellow) offerings. By leveraging these associations, Lay’s makes it easy for consumers to identify
Hex: #F1B11B (Spanish Yellow) and remember their favorite flavors, even across different regions where local
#FDF597 (Pastel Yellow) SchemeColorSeek Colors preferences may influence packet color. This consistent yet adaptable use of color not
Red (Animal Blood / Pigment Red)Hex: #AB0E14,
#EF1C24 SchemeColorSeek Color White
only enhances shelf visibility but also creates a sensory expectation—essentially letting
Hex: #FFFFFF SchemeColorSeek Colors the eyes "taste" the product before the first bite.
Metallic Sunburst (used as an accent tone)
 COLOR PLAYS A SIGNIFICANT ROLE IN CONVEYING FLAVOR IDENTITY

Classic / Salted → Purple: indicates premium or

Magic Masala Green: suggests lime, unique flavors (e.g., Lay’s
Light yellow (as seen Chile Limón → Dark
(India) → Deep herbs or natural Purple French Fries in China use
in Indian “Classic green packet a luxe purple, black, and gold
Salted” packaging blue packet ingredients palette)
 ✅ Core Positioning Statement:
Brand positioning plays a critical role in establishing trust and
creating a competitive edge for a brand. Lay's has successfully
positioned itself as one of the leading brands in the snack food
industry, occupying a prominent position in the market.
Maintaining the Lay's brand position is essential, and Lay's “Lay’s is the snack that turns
employs several well-crafted strategies to stay at the top. The
Lay's brand invests in impactful advertising and engaging everyday moments into joyful
campaigns that resonate with consumers. Additionally, Lay's
brand introduces new and exciting flavors tailored to different experiences with its irresistible
countries, further solidifying its position as a brand that
understands and caters to diverse consumer preferences. taste, wide variety of flavors, and
By consistently implementing these strategies, Lay's reinforces
its brand position and continues to enjoy a strong presence in light-hearted brand personality.”
the market.
Lay’s, a flagship brand of PepsiCo, is positioned as a fun,
flavorful, and widely accessible snack that brings people
together. Its brand positioning revolves around happiness,
enjoyment, and shareability, appealing to a broad demographic
across different cultures and age groups.
 LAY'S ADVERTISING AND SOCIAL MEDIA CAMPAIGNS
Lay's has successfully executed engaging social media
Lay's Celebrity-Endorsed
campaigns to connect with its audience and promote its
products. Leveraging popular platforms such as Instagram, Advertisements
Twitter, and Facebook, Lay's utilizes online images, videos,
and short content to capture the attention of snack
enthusiasts.
Mobile-Centric Approach
Recognizing the growing usage of mobile phones, Lay's
focuses on mobile campaigns to reach its target audience
effectively. By optimizing ads for mobile devices, Lay's
ensures maximum visibility and engagement among mobile
users, enhancing the impact of its social media campaigns.
Flavour Trip Giveaway
One of Lays' notable social media campaigns is the "Flavour
Trip" initiative. This campaign involves a giveaway of foreign
flavors, providing an exciting opportunity for social media
users to experience unique tastes. With easy participation
for mobile users, this campaign generates buzz and
encourages interaction within the online community.
 Smile Deke Dekho
One of the standout elements of Lays' marketing strategy
is its association with renowned celebrities from various
countries. By featuring popular stars in their
advertisements and social media posts, Lay's creates a
strong appeal among consumers.
In India, Lay's has collaborated with esteemed actors
Ranbir Kapoor and Alia Bhatt, who serve as the brand
ambassadors. Their star power and popularity resonate
with the Indian audience, influencing their purchase
decisions and driving increased consumption of Lay's
chips. Since 2014, global football icon Lionel Messi has
been prominently featured in the majority of Lays'
campaigns, further enhancing the brand's global appeal.
 Happiness is Simple All New Lay’s Shapez Heartiez

Lay's has launched its first-ever sweet-flavored potato chip, Lay's Shapez Heartiez, featuring a 3D
heart shape. This new sub-brand, Lay's Shapez, focuses on fun shapes, textures, and flavors,
offering a unique snacking experience.
focused on the simple pleasure of eating Lay's potato chips. Ads featured people
Shapez Heartiez comes in two flavors: Caramel (a sweet twist) and Masala (a savory classic). It
smiling and enjoying the chips with the tagline "Happiness is Simple. Just Eat Lay's." targets the growing demand for crunchy and playful snacks.
 TYPOGRAPHY

The History of Lays Font

Lays, a popular potato chip brand owned by PepsiCo, has been The Impact of Typography on Brand Identity
around since 1932. Over the years, the brand has undergone Typography plays a crucial role in shaping a brand’s identity. The font used
several design changes, including updates to their font. The by a brand can evoke emotions, convey a message, and even influence
font used by Lays is a sans-serif font, which is a type of font consumer behavior. In the case of Lays, the font used on their packaging is
that is characterized by its clean and simple design. a key part of their brand identity.

The font used by Lays is a custom-designed font, created The Lays font is designed to be bold, playful, and attention-grabbing. The
specifically for the brand. The font is a variation of the classic font is perfect for a snack brand that wants to appeal to a wide range of
sans-serif font, Helvetica. Helvetica is a widely used font in consumers. The font is also highly legible, making it easy to read even in
graphic design, known for its simplicity and versatility. The small sizes.
custom-designed font used by Lays is a modified version of The impact of typography on brand identity can be seen in several ways:
Helvetica, with some key design elements that set it apart from Emotional connection: The Lays font creates an emotional connection
the original. with consumers, making them feel happy and playful.
One of the key design elements of the Lays font is its bold and Brand recognition: The Lays font is instantly recognizable, making it a
playful style. The font is designed to be attention-grabbing and key part of the brand’s identity.
fun, which is perfect for a snack brand that wants to appeal to a Consistency: The Lays font is used consistently across all packaging
wide range of consumers. The font is also highly legible, making and advertising materials, creating a cohesive brand image.
it easy to read even in small sizes.
The Importance of Typography in Branding
Typography is a crucial element in branding, as it can evoke
emotions, convey a message, and even influence consumer
behavior. In the case of Lays, the font used on their packaging is a
key part of their brand identity.
The importance of typography in branding can be seen in
several ways:Brand differentiation: Typography can help a
brand stand out from its competitors, creating a unique and
recognizable identity.
Emotional connection: Typography can create an emotional
connection with consumers, making them feel happy, sad, or
even nostalgic.
Brand recognition: Typography can help a brand become
instantly recognizable, making it a key part of the brand’s
identity
 Lay's Marketing Mix
Lay's Outbound Marketing
Strategy
Lays's outbound marketing strategy revolves around its robust
production and supply chain, ensuring the wide availability of its
products to consumers. With a complex yet efficient structure,
the brand employs numerous individuals across its production
units and relies on reliable distributors to reach its target market.
Lay's chips can be found on various online platforms, including
Amazon Pantry, Reliance Fresh, and Big Basket. These e-
commerce sites serve as convenient avenues for customers to
purchase Lay's products, expanding the brand's reach and
accessibility.
A well-organized transportation system plays a vital role in Lays's
outbound marketing strategy. Timely replenishment of stocks is
crucial to meet the demand and ensure the availability of the
brand's chips in the market. Trustworthy owners oversee the Lays' marketing mix encompasses a combination of strategies
that contribute to the brand's success in the market. These
units in each country, managing the supply and distribution
strategies encompass packaging, positioning, people, and
channels to ensure a seamless flow of products across the process, all of which play a crucial role in creating an effective
marketing strategy.
country.
 USP (Unique Selling
Proposition) of Lay’s:
· Price: The pricing of a product is essential as it tells about what segment of society
can afford it. Lay's is an affordable brand of chips. People from every segment of
society can easily buy it. Also, some limited edition packs contain Paytm codes, an Offers crispy, fresh, and tasty potato chips made from high-quality ingredients.
important aspect of the pricing strategy. Wide variety of flavors catering to different taste preferences.
Emotionally connects with consumers through themes of joy, sharing, and togetherness.
· Place: This strategy says where the brand function should gain recognition. Lay's
Backed by PepsiCo’s strong distribution network, making it easily available worldwide.
started as a small shop in Georgia, having many units worldwide. Lay's sells its
products in more than a hundred countries. Its units produce more than 16 billion
packets. It has a complex chain that links the production units with the distributors.
They make sure that almost every snack store has these chips. After years of
struggle, Lay's has achieved this status. It has placed its production units worldwide. STP of Lay’s:
· Promotion: Lay's understands the importance of a good promotion strategy. They Segmentation:
use various tactics like celebrity endorsements, social media campaigns, attractive
packaging, diverse flavors, offers, and giveaways to captivate consumers. Lays's Demographic: Age (teens to adults), income (middle
global expansion and affordability make it a formidable competitor among other
chip brands. The well-crafted promotion strategy of Lay's chips made it go from
to upper class).
being sold out of a car trunk to becoming one of the biggest brands in the world. Psychographic: People who enjoy casual snacking,
· Packaging is an important aspect of Lays' marketing mix. The brand focuses on
attractive, eye-catching packaging designs that appeal to consumers and
fun, and social experiences.
differentiate its products from competitors. Geographic: Urban and semi-urban markets
· Positioning is another key element of Lays' marketing mix. The brand is a trusted
and reliable choice for snack lovers worldwide. worldwide, with region-specific flavors.
· People are an essential component of Lays' marketing mix. The brand leverages the
power of celebrity endorsements to connect with consumers and enhance its brand
image.
·.
 Lay’s Tone of Voice
Lay’s uses a friendly, playful, and cheerful tone of voice that reflects its
Targeting: brand personality and positioning. It aims to create a sense of fun, warmth,
Young adults, teenagers, and families looking for and inclusiveness, making the brand feel approachable and enjoyable for
everyone.
convenient and flavorful snacks. Friendly
Targets both individual consumers and groups
Uses casual, everyday language to connect with consumers on a personal
(e.g., parties, gatherings).
level.
Playful & Fun
Positioning: Incorporates humor, puns, and light-hearted messages to keep
communication engaging.
Positioned as a fun, flavorful, and joyful snack
that turns everyday moments into happy Positive & Joyful
Always upbeat, focusing on happiness, sharing, and good times.
memories.
Lay’s stands for quality, variety, and emotional Inclusive
connection, making it more than just a chip—it’s a Appeals to a wide audience without sounding exclusive or elite.

part of life’s happy moments. Conversational

Feels like talking to a friend—relatable and not overly formal or corporate.
 ICONOGRAPHY
Lay’s Brand Iconography: A Visual & Symbolic Evolution Visual Elements & Symbolism
1. 1932 – 1965: Sun & Chip Symbol: The recurring yellow circle symbolizes
The earliest recognizable Lay’s logo featured bold white letters on a red rectangular background
sunlight—evoking warmth, happiness, and social moments
with rounded corners—simple and grounded, emphasizing clarity and presence.1000
(like barbecues)—and visually references a golden potato
2. 1965 – 1986:
The red rectangle became more structured, and the lowercase letters extended beyond the edges, [Link] This Not ThatLogos World
shifting from white to red—signifying a move toward modernity and confident design. Red Ribbon & Dynamic Typography: It enhances energy and
3. 1986 – 1997: passion, while white, bold lettering ensures clear legibility
Italicized, thicker lettering brought dynamism. The rectangular background was removed, allowing and strong brand [Link] WorldFamous Company
the typography to take center stage—marked by movement and boldness.1000 LogosFamous Logos
Company Logos Typeface: The custom smooth italic typeface (reminiscent of
4. 1997 – 2003:
Makozin Heavy Italic or Bluestar Medium Italic) blends
A major redesign introduced a yellow circular background—resembling both a chip and a radiant
sun—wrapped with a red ribbon. White lettering gained blue shadows, adding depth and warmth.
elegance with confidence
5. 2003 – 2007:
Design refinements gave the yellow circle flame-like edges and enhanced three-dimensional
effects. The red ribbon intensified with deeper gradients, and lettering shadows shifted to
burgundy.
6. 2007 – 2019:
The logo embraced a fully 3D form: a glossy golden sphere (evoking sun and chip) paired with a
bold red ribbon and confident [Link] Company Logos
7. 2019 – Today:
A refined, flat design made its debut—retaining the iconic red ribbon and yellow circle but with
cleaner lines, compact typeface, and a modern aesthetic that maintains brand recognition
 CONCLUSION
Impact of Lays Marketing Strategy on Brand Success
Lay’s smart marketing has played a big role in its success. Frito-Lay, the company behind Lay’s, sells
over $11.5 billion worth of snacks every year. In the U.S., Lay’s makes up 40% of the salty snack
market, and 30% globally.
Back in the mid-2000s, when the market was tough, especially in small convenience stores, Lay’s
turned things around by making sure their chips took up to 80% of shelf space. That move helped
them bounce back.
The “Get Your Smile On” campaign was a big win. It boosted sales by 20% in just nine months,
without spending more on ads. This showed how smart Lay’s marketing strategy and research really
are.
Another hit was the “No Lay’s, No Game” campaign with football stars David Beckham and Thierry
Henry. It had fun stuff like the “Chip Cam” and made people feel like they were missing out if they
didn’t join in. That made more people buy Lay’s and kept the brand popular, again, without huge ad
costs.
Even during the pandemic, PepsiCo (Lay’s parent company) saw strong sales growth in India and
Pakistan. New flavors like Lay’s Herby Crush and Lay’s Cheesy Love were loved by customers and
helped boost sales further.
 COLLEGE OF ART
GOVERNMENT OF NATIONAL CAPITAL TERRITORY OF DELHI

20-22 Tilak Marg, Bhagwan Das Lane

Mandi House
PRIYANKA
Section C / Applied Art
8th Semester / 4th year
Topic- LAYS CHIPS