Lay's

Pithy sampling campaign among beer drinkers

Lay's introduced a new chip flavor, Lay's Strong. The name says it all: spicy chips that comes in three different flavors. With this new chip flavor, Lay's is specifically targeting the beer drinker. Not surprisingly, Lay's was eager to run a limited sampling campaign at locations where they were sure they would meet beer drinkers.

Approach and Results

This assignment was right up our alley because we have appropriate sampling channels for each specific target group. So we soon found a large number of beer specialty stores that were eager to cooperate in handing out these new chips along with a flyer at the cash register.

The action was highly appreciated by both participating retailers and consumers.

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