Advertising
Staff
Jun 14, 2013

CASE STUDY: How Pepsi & chicken-flavored Lay's potato chips were made tastier than they sound

The snack category is extremely cluttered in China, and any new product, even one as innovative as Lay’s Cola Chicken (a localised chip flavour), needs to do something special to stand out.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

1 Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

Former Dentsu APAC heads launch regional B2B marketing agency

2 Former Dentsu APAC heads launch regional B2B marketing agency

Indian CCI raid GroupM, Publicis, IPG and Dentsu offices over alleged price-fixing

3 Indian CCI raid GroupM, Publicis, IPG and Dentsu offices over alleged price-fixing

Hari Raya 2025: The APAC campaigns you need to see

4 Celebrate Hari Raya with these heartfelt and creative campaigns

Thai influencer walks out of KFC ad mid-set

5 Thai influencer walks out of KFC ad mid-set

VML & Ogilvy Japan names co-CEOs

6 VML & Ogilvy Japan names co-CEOs

Why so many are leaving adland to embark on 'solopreneurship'

7 Why so many are leaving adland to embark on 'solopreneurship'

Too old for the party, too young to leave—the paradox of middle age in advertising

8 Too old for the party, too young to leave—the paradox of middle age in advertising

Meta's APAC chief Dan Neary steps down after more than a decade

9 Meta's APAC chief Dan Neary steps down after more than a decade

Unilever uses digital twins to accelerate content creation

10 Unilever uses digital twins to accelerate content creation

Related Articles

Why PepsiCo India ditched celebrities for Lay's Gourmet campaign debut
Aug 23, 2022
Campaign India Team

Why PepsiCo India ditched celebrities for Lay's ...

PepsiCo's $200 million investment brings Cheetos back to Indonesia
Feb 16, 2025
Aulia Masna

PepsiCo's $200 million investment brings Cheetos ...

Lay's tech turns on subtitles when you crunch
Mar 12, 2021
Ad Nut

Lay's tech turns on subtitles when you crunch

Publicis drinks in PepsiCo China media win
Apr 7, 2022
Matthew Miller

Publicis drinks in PepsiCo China media win

Just Published

Why Snap’s creative chief is doubling down on ephemeral content
5 hours ago
Surekha Ragavan

Why Snap’s creative chief is doubling down on ...

EXCLUSIVE: Veteran creative and former W+K leader Colleen DeCourcy on Snapchat’s new brand positioning, why the company is ‘anti-social media’, the benefits of in-housing, and more.

Women to Watch 2025 is now open for entries
6 hours ago
Staff Reporters

Women to Watch 2025 is now open for entries

Our annual list celebrates outstanding women across Asia Pacific who excel in business, leadership and industry contributions through their work, dedication and passion.

Retail media in ANZ is maturing beyond performance capabilities: report
6 hours ago
Matthew Keegan

Retail media in ANZ is maturing beyond performance ...

Mars United Commerce's annual report reveals that retail media brings powerful new capabilities that have led to a sophisticated, brand-building channel for advertisers.

Droga5 names Tara Ford London CCO as global creative line-up evolves
7 hours ago
Maisie McCabe

Droga5 names Tara Ford London CCO as global ...

During her time as CCO of Droga5 ANZ, Ford has led award-winning campaigns including for the Tuvaluan Government and Sydney Opera House's "Play It Safe”—which received the Cannes Lions Film Grand Prix in 2024.