Minteraction Thailand introduces Lay’s new crunchy potato chip with digital ‘MAXX Challenge’
How do you convince die-hard and loyalist potato chip fans to try a new product – while keeping in mind they’re unapologetically extreme teens? GroupM Thailand’s digital unit, MInteraction, with media agency Mindshare teamed with Lay’s to get new fans to take a crunchy interest with their first ridged cut label, MAXX in the Thai market. In the packaged potato chips market, Lay’s and Testo have long been top contributors with Lay’s monopolizing the leadership position.
For the type of cut, there are 2 patterns, which are the flat cut and ridged cut. The percentage of contribution for each is 52.5% and 45.3% respectively. Lay’s dominates in the flat cut territory whereas the ridged cut currently belongs to Testo’s. To reaffirm its standards, Lay’s stepped up and expanded into the unfilled and overlooked ridged category by launching a new product – Lay’s MAXX.
The target, Generation ‘ME’ has an undying relationship with potato chips, who are labeled as identity builders and the brand needed to tap into males aged 15 to 25 years old with a bull’s eye on 19 years old in particular. Lay’s has well-established itself as top of the mind when it comes to the mass and their preference for potato chips, however falling behind in ridged cuts. Flat cut lovers prefer crispiness and lighter than air chips, the majority being female. Conversely, the ridged cut’s affection are won mostly by males. Under this unique insight, the key communication message was to encourage young and hungry Thai guys to ‘live to the MAXX and play to the MAXX’ while showcasing the substantial differentiation compared to existing products, a more superior new cut that goes deep, an intense flavor appealing to snack lovers, and a crunchier texture to create more fun and excitement upon chewing.
The creative strategic solution is to perfectly capture the psyche of the Male teenager in a cool and active style with dramatic and appetizing imagery also to have easier product recall under a catchy product name. Facebook is the first channel and phase as a teaser to generate awareness of the ‘Maxx Challenge’ campaign. The second phase is then later revealed by the Lay’s Facebook fan page; a microsite with an interactive game staring two teen idols as the main characters that are the represented players in the Maxx Challenge. While doing so, brand updates are posted on Facebook to keep consumers current and convince Lay’s fans to engage with this campaign and keep the conversation alive. The fun doesn’t end as the top 5 best scores receive 2 movie tickets per week and at the wrap of the campaign, all participants have a chance to score an iPhone 5S (4 winners). Instagram was utilized as a supportive channel to post behind-the-scenes and presenter pictures.
Team Credits – mInteraction – Executive Creative Director: Jirat Arinrith. Interactive Art Directo: Buncharit Saovapichard, Head of Digital Strategy: Neil Mavichak. Associate Director – Digital Strategy. Worawin Soncharoen. Group Account Director: Thitinut Hirunprueck. PepsiCo – Senior Marketing Manager: Thamas Chumpani. Group Product Manager: Khanitha Leerathathorn.