Customer insight crunch for Lays! 

Emotions and perceive value.

The consumer make a choice by putting in the balance added value vs perceive cost. But Actually people don’t make such rational choices. Some marketers said that people don’t know what product to buy, we have to show them. 

Lays advertisement fail

This is not exact,  the consumer already know what he want, by intuitions and feelings, he listen his quiet emotions. Then he just find ways to justify buying your products. 

This is exactly the reason why companies like Pringles try to emotionally engage people into their brand. then customers will find arguments by themselves. 

For instance Pringles use personification and moreover they have designed colourful products. And yes we live in colours ! 

This strategies have strongly lured young customers and emotionally engage them into Pringles identity. 

All in mind, in a couple of years, Lays pack in the mind of customer have turn to no more than air with a piece of chips (or shit?) inside. Ouch ! 

How to disrupt chips industry by designing an experience

Pringles have disrupted the way we pack chips with tetra tubes. Letting the prospect thinking that there is no space for air, so I will get more.

Chips have been specially redesign to fill out the shape of your tongue. In this way you can experience the all taste and make the moment unique. And guess what? It works ! 

Lays counterattack - The rebellion of a real potato 

I don't know if you have heard about the Lay's vending machine? Instead of putting coins inside, you feed with a raw potato. Looking into the hearth of the machine it will make you real chips ! What an amazing experience ! Lays have made a social buzz on that and take the fairly traditional route in the mind of people. 

At this point, Lays have is succeeding at differentiation for the best quality and old-fashioned way. This is smart and strongly engaging for the customers.

Coming soon: up to date news on the field of emotions in branding.

Edouard de Joussineau