Lay’s - Be a Little Dillogical
Brand History
Lay’s - world’s largest and favorite snack food brand, has also steadily established itself as an indispensable part of the “snacking culture” in India since its launch in 1995.
Lay’s, with its irresistible tastes, international & Indian flavors and young imagery has established itself as a youth brand and continues to grow in the hearts and mind of its consumer!
Over the years, Lay's has been known for its engaging & innovative promotions
and campaigns. The brand known for its "No one can eat just once"
campaign has moved it's positioning to "what's the program?"
making Lay's - the main food of every program!
Saif Ali Khan, has been the face of the brand for over 5 years. He has recently
been joined by the captain of the Indian Cricket Team M.S Dhoni - both embodying
the youthful appeal and energy of the brand.
In 2008, Lay's launched a never before "Fight for your Flavor"
allowing consumers vote for the flavor of their choice and the flavor with the maximum
votes continues in the market. The flavors have been selected by the Lay's
brand ambassadors - Saif Ali Khan and M S Dhoni - with each celebrity
rooting for the flavor of their choice.
In Nov 2008, Lay's Chip-n-Sauce pack is yet another
breakthrough innovation by the Lays. The pack has been launched for cricket lovers
to savor the best of the season with this first to market innovation. Lay's
Chip-n-Sauce large pack is introduced in two unique flavors Chilli Chinese with
Schezwan sauce sachet and Chatpata Indian with Tamarind sauce sachets inside the
pack.
In June 2009, Lay's launched its new positioning platform - Lay's
be a little Dillogical. The new Dillogical concept makes a strong connect with
youth caught in the divergent pressures of the desire to succeed and the desire to stay actively
engaged with those life filling moments. This friction is like a game between the heart and the head,
a struggle between what you wish to do versus what you have to do. It is all about making things
that matter to the heart, happen.
The new platform has been launched with a series of ads built around the universal consumer truth
of the struggle between what our mind asks us to do and what our heart desires. The new TVC has
been supported with a strong 360 approach and have consumer being a little Dillogical.
In 2006, Lay's launched the first premium irresistible crisp, Lay's
Stax. These perfectly shaped bite-sized crisps come in 6 irresistible,
international flavors. These crisps are stacked in shareable tray, in a trendy can!
Lay's Stax caters to the tastes of the Global Indian citizen, who has an evolved
palate. But don't just take our word for it - go grab your Stax now!
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Brand Advantage
- Lay’s is a SNACKSMARTTM product is 100% vegetarian
Quality Standards
Lay’s is made in automated plants in three locations – Channo (Punjab), Kolkata
and Pune.
These plants are also audited and certified by various external agencies. These
certifications include
- HACCP (Hazard analysis & critical control point),
- Certification by TQCSI (Australia), which confirms that products
are manufactured in Food Safety Environment & manufacturing has adequate controls
to ensure product tracking,
- AIB International: one of the best auditing body which confirms process and product
safety.
- Our plants are ISO 14000 certified which confirms that the manufacturing
process ensure environmental safety.
- Our plants are also certified to ensure that the product, process, environment and
people safety have been maintained at very high level and this certification is
issued by OHSAS 18001 (Occupational Health & Safety Assessment
Series – USA)
Lay's
It starts on farms in select regions across India where the best potatoes are specifically
grown for Frito-Lay to make great tasting chips. Upon arrival at plants, it can
take as little as 24 hours for the chips to be made. This is how Lay's Chips
are made:
- Wash - the potatoes are thoroughly bathed in water.
- Peel - next, we gently peel so that the skin comes off, and the flavor remains.
- Slice - the potatoes are thinly sliced and rinsed again to remove any remaining
starch.
- Cook - then the slices are cooked to a crispy crunch in one of the healthiest
oil there is, Rice Bran Oil.
- Season - finally the chips are topped off with a mouthwatering sprinkle of
salt or seasoning.
The potatoes have now become delicious chips and are packed and delivered to a store
near you.
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Did You Know?
Lay’s is a SNACKSMARTTMproduct. Lay’s is made with India’s best quality fresh potatoes, simply sliced and cooked in Rice bran oil, and then seasoned with delicious flavors!
Lay’s also answers the call of the ever growing ‘health-consciousness’ trend in India. It now has 40% less Saturated Fat, Zero Trans Fats and no added MSG! Frito-Lay potato chips have taken out 40% of unhealthy saturated fats for you