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Art DirectionPackaging

Lay’sLay's Europe Redesign

Challenge

Lay’s, the leading snack brand in Europe, faced a decline in market share, with the challenge being particularly acute in France. Rising competition and shifting consumer perceptions led to the brand losing traction, as French consumers increasingly sought authenticity, simplicity, and joy in their snacks over brands perceived as overly processed or artificial.

Objectives

  • Reverse the decline in market share, particularly in France.
  • Reposition Lay’s as an authentic, joyful, and high-quality snack choice.
  • Strengthen emotional connections with local audiences while maintaining a cohesive brand presence across Europe.

Solution

  1. Deep Market Insights
    Extensive research was conducted to analyze consumer behavior and cultural nuances across Europe, with a strong focus on France. Insights revealed a growing demand for authenticity, joy, and simplicity in snacks.
  2. Reimagined Brand Identity
    The redesign introduced a new brand identity centered around authenticity and joy. A pivotal change was the creation of Lay’s iconic potato, prominently featured beneath the logo. This visual element emphasized the natural and simple origins of the product, elevating the potato to hero status and distancing the brand from “junk food” associations.
  3. Localized Storytelling
    A tailored communication strategy was developed to celebrate moments of joy, shared experiences, and the quality of Lay’s ingredients. Messaging was adapted to reinforce emotional connections and align with local values, especially in France.
  4. Cohesive Execution
    The new identity was implemented consistently across all touchpoints, including packaging, digital platforms, in-store displays, and advertising campaigns. This ensured a cohesive yet locally relevant presence across Europe.

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Results

  • Market Share Growth: Lay’s regained significant market share in France, closing the gap with competitors and reinforcing its leadership in the snack category.
  • Enhanced Brand Equity: The refreshed identity resonated with local audiences, fostering stronger emotional connections and aligning with consumer preferences.
  • Cohesive Regional Impact: Lay’s achieved a more cohesive yet locally relevant brand presence across Europe, strengthening its position in the market.

This redesign highlighted the power of aligning global strategies with local insights, demonstrating that authenticity and cultural relevance are critical to achieving meaningful results.